Coxons Group
CAMPAIGN
Expanding to Western Australia presented Coxons Group Australia - a family-owned radiator and cooling services supplier - with two key challenges. They needed to quickly establish brand awareness in a new market and assemble a 15-person team for their Perth workshop. This had to be achieved rapidly and on a limited budget, competing against billion-dollar mining giants.
The recruitment landscape in WA mining is fiercely competitive, with well-established players dominating the talent pool. To stand out and attract top blue-collar talent, Coxons needed a campaign that was bold, memorable, and hyper-targeted - all while adhering to a modest budget.
COXONS – WA SUCCESSFUL CANDIDATE
‘It was like you guys were following me. Everywhere I went I saw Coxons – like it was calling me to apply.’
OUR APPROACH
Given the lack of brand awareness and intense competition in WA’s blue-collar job market, we implemented an employer brand strategy that positioned Coxons as the cooler, values-driven career move. This strategy combined hyper-targeted digital media with location-based out-of-home (OOH) placements to ensure Coxons’ visibility in key blue-collar environments.
SERVICES
+ Campaign strategy
+ Copywriting
+ Creative direction
+ Design
+ Video production
+ Digital and OOH advertising
STRATEGIC FOCUS
+ DIGITAL-FIRST EXECUTION
We leveraged TikTok, Meta, Google Search, and programmatic display to reach job seekers within their daily digital routines.
+ LOCATION-BASED OOH
Cost-effective OOH placements in gyms, petrol stations, and outside competitors’ workshops increased repetitive visibility in high-traffic blue-collar areas.
+ GEO-TARGETED ADS
We delivered highly relevant job ads based on users’ location and online behaviour, ensuring multiple touchpoints for our target audience throughout their day.
+ FRICTIONLESS APPLICATION PROCESS
All traffic was directed to a mobile-friendly, easy-to-navigate application page, reducing drop-off rates and making it easier for candidates to apply.
CREATIVE DECISIONS
+ CREATIVE MESSAGING
The campaign’s tagline, “Keen for a Cool Change?”, played on both career aspirations and Coxons’ expertise in the cooling industry, using Aussie humour and relatable talent to stand out.
+ TIKTOK-FIRST CONTENT
We created short-form videos that mirrored trending job-switching narratives, positioning Coxons as an aspirational choice for blue-collar workers.
+ FRUSTRATION-LED MESSAGING
We addressed dissatisfaction with competitor workplaces head-on, with standout creative such as a prominent billboard that read, “Love working on mining gear, but sick of working with tools? Join Coxons.”
+ RAPID EXECUTION
The entire campaign concept and creative was developed in just four days, demonstrating that speed and agility can rival big-budget campaigns.
RESULTS
