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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.

Silver and black emblem that reads "Australian Frontline Machinery" in bold, uppercase letters.

To give the brand personality we created a distinctive and humorous tone of voice.

Open style guide booklet titled "Australian Frontline Machinery Style Guide" showing logo usage, minimum clear space and size, color palette, and photography guidelines.
A military-style vehicle with camouflage paint parked in front of a dark background with a quote about men and vehicles, including the text 'There comes a time in every man's life when he needs to grow up, settle down, and buy a sensible family-friendly vehicle. I'm not every man.'
An advertisement featuring a military Land Rover 4x4 vehicle with a camouflage paint job, promoting an online auction for ex-military land rover vehicles from Australian Frontline Machinery. The ad text reads, 'Dual climate control? Open a window.'
Three emails promoting Australian Frontline Machinery's military vehicles and equipment. The sections feature images of military trucks, motorcycles, and other rugged vehicles with headings

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!

Screenshots of Australian Frontline Machinery's website about off-road vehicles and accessories, featuring images of Land Rover vehicles, ATV's, and other off-road equipment.

Everything is sold online with unreserved auctions. So the website was critical. 

Multiple electronic devices displaying a land rover off-road vehicle auction website, featuring a military-style off-road vehicle in front of a desert landscape and an urban setting.

To earn some extra attention we dramatised the toughness in an entertaining OOH campaign.

Bus stop advertisement for Australian Frontline Machinery ex-military Land Rover 4X4s available via online auction.
A poster advertising ex-military Land Rover 4x4 vehicles for online auction, with a picture of a camouflage Land Rover in a garage-like setting. Surrounding posters are torn and weathered, attached to a brick wall, with a blurry person walking past.

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%)

A man with glasses and dreadlocks working out on an elliptical machine in a gym.
Animation of BINGE social media adverts. A black background with a thin, dark, metallic-looking wire in the center.
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