2023 Bronze B2B

Agency: The Croc

Client: ABAX

Entry Title: When You Don’t Use ABAX

Executive Summry

Norwegian equipment tracking firm ABAX helps construction firms prevent theft. As a new brand in the UK it needed to build mass awareness.

Strategy

Initial research into the target audience of builders did not bode well. Typically, men aged 20 to 45 are among the most jaded by marketing jargon.

But there was a way to reach them. The universal language of building sites is humour. What appears to be a culture of piss-taking and practical jokes is actually more profound. It’s a way for men in particular, who are not generally known for being comfortable with expressing their feelings, to bond emotionally.

The campaign was designed to make them laugh, with real-life scenarios that every builder could relate to. From a digger submerged in a river, and a driver sunbathing in the country, to a bloke taking his girlfriend on a date in a wheelbarrow, wit showed the funny situations that can happen when you don’t track your equipment with ABAX.

Creativity

‘When You Don’t Use ABAX’ was an influencer-led marketing campaign driven by real-world stunts from actual building sites. Social media was at the heart of this campaign. Organic, short-form content optimised for Instagram Reels and TikTok performed a powerful mass-awareness job, while retargeted pranks from real building sites helped drive click-throughs further down the funnel.

Results

The campaign was created on a low budget, but delivered:

• 51 million impressions
• 23 million video views
• 316k click-throughs
• +195% increase in web visits

The Team

The Croc: Nick Watmough, Creative Director - Jordan Perez-Hughes, Art Director -Fred Barber, Copywriter - Shara Jamani, Account Director - Nina Klausen, Media Director - Chris Tongeman, ECD