If you're a regular here on Tongal.com, you may recall we recently ran a project with Home Depot, looking for Taglines for HUSKY, their "house-brand" for hand-tools, storage, compressors, and work-gloves.

Well, now we have four great taglines, and Home Depot wants to see your 15 second ideas for videos for Christmas & Holiday Season spots. This project is IN ADDITION to the one we recently ran for marquee video spots.

Here are the taglines they've chosen:

1. Leader of The Pack

2. Build It, Fix It, FLAUNT It.

3. A Breed Apart

4. Tools of The Trade

If you're a Home Depot shopper, you probably already know that Husky tools are a big brand for them.  What you might not know is that Husky tools are engineered and tested to be as good as -- or better -- than all of the major tool brands Husky competes with (Craftsman, Kobalt, Stanley). You should also know that Husky brings this quality to a broad family of products:  hand tools & flashlights with a lifetime warranty; storage (tool bags, steel storage, garage storage); compressors; a full line of work gloves; and striking tools. 

Here's the marketing challenge: tested and proven, Husky nonetheless trails the market leader (Craftsman) in market share, and, importantly, in consumer-perception of quality.

The four taglines offered are intended to fix that problem, to help Husky BREAK THROUGH and be known as more than Home Depot's "house" brand.  Husky wants to establish their own identity in the tool space.  One of the biggest opportunities they have every year to make a big splash is the holiday giving season.  That's when the tool department especially, gets very busy!  

 

Add some Holiday Flair to one of these great concepts:

Leader of The Pack 

Puts Husky's quality message front and center, and also ties nicely to the core of the "Husky" identity. 

A Breed Apart 

Similar to leader, but leans in even more to the Husky identity.  This tag may be a good foundation for spots that illuminate the distinctive value Husky tools represent in the marketplace.  

Build It. Fix It. Flaunt It. 

Tight and also a bit daring.  This tag shifts the focus slightly from the tools to the results.  How can you use that frame to create a spot that prominently features Husky tools -- and the great feeling and pride people have when they build or fix something on their own? (Remember, this can't be just a standard Home Depot spot -- Husky is the star!)

Tools of The Trade 

Husky has the right tool for the job!  How can regular users benefit (practically, psychologically...) from using the right tool/what the pros use?

The key objective for this project is to craft an Idea for a breakthrough 15 second holiday video for one of these great taglines.

Your spot will be a key part of a long-term campaign designed to bring some (overdue!) excitement to the Husky brand, and build a new level of trust, respect, and buzz that will compel tool users to think about Husky FIRST.  That’s why we’re giving you 250 characters to give us a rich idea of what your spot will look like.

--Target Audience: DIY Males (generally male, 24-59, skew older millennial, homeowner) who take pride in working on a wide range of projects. Their passion requires quality, trustworthy tools and storage for their garage or workshop. They’re not afraid to get their hands dirty on a project.  In fact, they thrive on figuring it out themselves, and getting the job done right.  To do that, they often seek consultation from trusted friends or family, online articles and tutorials, and the staff at their local hardware store...or Home Depot.

--Key Marketing Messages:

• Husky tools make GREAT HOLIDAY GIFTS!
• Husky tools provide amazing quality, durability, and value.
• Husky tools are tough and trustworthy.
• Husky tools are only available at Home Depot.
• Husky’s offers a Lifetime Warranty on all hand tools.

--Executional Mandatories:

• Your Idea is for a 15 second spot. Holiday spirit is KEY.
• Your Idea must use one of the four taglines as its foundation.  We’re not looking for alternatives or variations to these.
• Your spot should be NEW & DIFFERENT enough to break-through typical tool branding.
• Don’t just paste standard tool messaging from competitors like Craftsman, Kobalt, Stanley & Dewalt onto these taglines.  That won’t cut it!
•  Also, do not reference competitors specifically.

 

--Tone:

• HOLIDAY HAPPINESS AND GOOD CHEER.
• This is your call.  The brand is looking for something that will break through.  The usual deep voiced, brawny, tough guy /tough tool talk might work -- but please think about how you can make it new.
• Husky tools have a brand persona that stops short of goofy humor.  Funny or witty, yes. Authentic and candid, absolutely. But goofy is just one step beyond that yellow caution line...  Got it??

Project Details: This Project will be worth a total of $1,000 and consists of an Idea Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: IDEA – Tell us your holiday Idea for Husky tools in 250 characters or less. Remember, an Idea (What is an Idea Phase?) is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video. As always, Ideas should be clever and engaging. The winning Idea creators will receive $250 each.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

 

2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

6. Limit 5 submissions per member, per Phase.

7. You must be at least thirteen (13) years or older to enter.

8. In the event that fewer than 100 Ideas are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

9. Winners must complete the standard Tongal W-9, Winner Affidavit, and IP Assignment.

10. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.