Tool theft is rampant. Every tradie has a tale to tell, but seemingly no one around to help. Until now.

In partnership with SCA and Triple M, we created the FLEX Tool Fix—a pragmatic and empathetic brand promotion that understands what tradies need most when they are down on their luck, the chance to have their stolen gear replaced with a free FLEX upgrade.

The promotion was announced across the airwaves reaching highly sceptical tradies while at work, letting them know that there was finally tool brand here to help when they needed it most. All they had to do was share their story warts-and-all on air.

Stories came in hard and fast, with thousands of entries in the first week alone from across the country (even from states with no local media running the campaign). From literal daylight robbery to a Golden Retriever with a screw loose (it stole an impact wrench), tradies spoke up about needing a FLEX Tool Fix.

Entries became the subject to great debates on Triple M as hosts unpacked the best and most needy stories over a three week campaign period. Tradies were encouraged to tune in daily and learn if they’d been liberated from power-tool limbo. Five lucky winners were chosen live on air and gifted their new FLEX 24V nine-piece tool kit worth over $4,000 getting them back to work.

More than any old competition or radio promotion, the FLEX Tool Fix demonstrated the brand’s philosophy, Demand More, in action with an initiative that got tradies talking. And a step toward earning trust from such a highly sceptical audience.

If you’d like to learn more about FLEX 24V power tools, visit the website. If you’d like to talk about how we can find new ways to promote your brand, contact Alison now.