When You Don't Use ABAX

Social / Influencer

Equipment tracking firm 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.

We picked up gongs at 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 (Official Honoree).

“He’s just had a heart attack.”
“He’s gonna have another one!”

The hero film is a raw, unfiltered TikTok stunt starring construction influencer Ryan Belcher. Shot candid cam, we captured a real (and expletive-filled) nightmare scenario: a builder losing their entire inventory overnight. The next day, mid-meltdown, all the drama is resolved by ABAX, which instantly locates the equipment 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.

Read the LBB article here

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!”