Professional Work Requires Professional Tools

The lack of international brands in Iran has made consumers wary of buying power tools due to fears of counterfeits and poor support. Besides economic challenges have led more people to engage in DIY projects, increasing the demand for reliable, professional-grade tools as many choose to buy high-quality durable tools rather than hire repair services.
In response to this trend, Badkoobeh Advertising Agency crafted a professional campaign to establish Tosan Tools, one of the main local players in the power tools industry, as a manufacturer of high-quality products that meet the expectations of these discerning customers.
Interviews with Tosan users highlighted a strong loyalty to the brand, which was commended for its superior quality, strength, reliability, and excellent customer service compared to local alternatives. Despite Tosan's solid reputation for quality, general brand awareness was lacking among consumers, primarily due to limited media exposure. This lack of visibility hindered potential customers from recognizing Tosan’s unique attributes and strengths, allowing competitors to gain an advantage, which gradually eroded Tosan's market share.
To boost brand awareness and position Tosan as a distinctive, high-quality choice in the tool market, the communication strategy focused on showcasing the brand's expertise and superiority as a trusted recommendation from professional users and knowledgeable sources.
Featuring the slogan “Professional Work Requires Professional Tools”, the campaign aimed to enhance brand visibility among both professionals and non-professionals through three episodic, humorous TV commercials, billboard advertising, and public relations efforts.