CRESCENT LUFKIN SHOCKFORCE TAPE

Australian tradies love to share viral videos of their colleagues doing silly things on job sites. Inspired by this, we developed an intro sequence for a pseudo TV series featuring a team of comedians poised as tradies. Full campaign to come...

Client

APEX Tool Group

Made for radio

We took the perspective of the commentators when it came to radio.

MADE FOR SHARING

To achieve our goal, we captured hilarious moments on a construction site with the aim of making them as genuine as possible so that tradespeople would share them with the same level of excitement as they would share a humorous video they discovered. We shared these moments across various social platforms and BVOD, targeting individuals working in the trade industry.Compared to other tape brands, Crescent Lufkin is a relatively new player in the Australian market and has a modest market share. However, the chosen strategy was deemed optimal given the budget, as it aimed to establish the brand as a 'sitehold' name in construction sites.

INTEGRATED

The advertising campaign for Shockforce tape was ubiquitous within the trade industry, as it was prominently featured in trade magazines, news sites, and on the radio. There was no escaping the reach of this campaign if you worked in the industry, as the Shockforce tape was well-known among tradespeople.