Social / Influencer
Equipment tracking company ABAX helps construction firms prevent theft. But hard to reach and harder to impress, how could we connect with the UK’s builders? Ironically, the best way to get a builder to take something seriously is by making them laugh. With 23m video views, 316k click-throughs, and a +195% increase in website traffic, we proved humour can be a powerful tool in B2B.
The Lovies (People's Award & Bronze), DMA (Bronze), The Drum (Gold & Silver), Global ACE Awards NYC (Gold & Silver x 2), B2B Marketing Awards (Gold x 2) and Webby Awards (Honoree).
“He’s just had a heart attack.”
“He’s gonna have another one!”
Pranks are the universal currency of UK building sites. To sell high-tech tracking devices and telemetric software to this notoriously cynical audience, we bypassed the corporate pitch and leaned into the no-nonsense culture of the ultimate site wind-up.
The hero film is a raw, unfiltered TikTok stunt starring construction influencer Ryan Belcher. Shot candid cam, we captured an expletive-filled nightmare scenario: a builder discovering their equipment had vanished from a site overnight. Mid-meltdown, ABAX resolves the drama, instantly locating it all via GPS.
Knowing that humour was key to cutting through, we tapped into the rich vein of building site shenanigans for the focal point of our creative work.
Ex-Ogilvy and Google Zoo ECD Patrick Collister had some nice things to say about the campaign:
”This is a brilliant response to a bloody difficult brief. Respect!”