For the ultimate weekend warriors
Australian Frontline Machinery
Branding
Design
Advertising
Digital
CRM
The Australian Department of Defence decided to sell their unused machinery through a unique private sector joint venture. Our task was to create the new brand and communications platform.
Unlike all the other vehicles and machinery on the market, these were unique. They were military proven. Leading us to the name, Australian Frontline Machinery and the associated brand identity.
To give the brand personality we created a distinctive and humorous tone of voice.
With limited media budget, first party data was a critical. And eDMs became a cornerstone of the communications plan. We refused to let them be boring!
Everything is sold online with unreserved auctions. So the website was critical.
To earn some extra attention we dramatised the toughness in an entertaining OOH campaign.
Results
Our primary goal was to maximise asset value at auction.
50% increase in price per asset under new brand
2x Auction Revenue vs Target
52% eDM open rate (industry average 32.6%)
