To launch a new range of cordless nail guns across Europe, McCann Erickson Communications House has produced an advertising campaign for Stanley Bostitch.

The creative concept of the campaign, ‘liberation’, aimed to highlight the freedom that the range offers nail gun users.

As part of the promotion, a ‘liberation army’ was created to spread word of mouth about the range through out Europe, while POS and DM was also used.

Merchants were sent out ‘freedom fighter’ packs and marketing materials to promote the liberation message and drive sales, while a microsite helped users find their nearest Stanley Bostitch stockist and request their own pack and discount voucher.

The product was launched to the press and Pan-European buyers at a trade show in Paris in July where the McCann PR team dressed the room and coordinated the event, drafted and translated all press materials, and hosted on-stand media briefings with international journalists.

Meanwhile, the agency has won a pitch for an integrated direct response campaign for Cardiff Pinnacle Insurance which is part of BNP Paribas Group.

McCann Birmingham has been tasked to work on theconsumer brand helpucover.co.uk and will deliver a campaign later this year, to promote their Mortgage Payment Protection Insurance product and their Income Protection Cover product driving responses to their call centre and website.