'Construction Site Soccer' by Hewden

The recession has hit the construction industry hard.  With fewer projects being commissioned, hire firms such as Hewden have been under enormous pressure to maintain market share in a fiercely competitive marketplace.

In early 2010, the company was sold by Finning International to Sun European Partners.  Given the new ownership, the firm was keen to strengthen its leadership position in the market, especially with national accounts, following a high investment in the availability and depth of its product portfolio.

Objectives of the campaign
Hewden recognised that it needed to have a point of difference, focusing on a few key things and doing them well.  The objectives were:

• Raise awareness of Hewden's range of equipment among core target media
• Enable Hewden to engage in face-to-face dialogue with new and existing customers
• Drive traffic to the Hewden website
• Generate and convert new business leads - ultimately increasing revenue for the business

To help achieve these targets, Hewden's in-house marketing team launched a cost-effective campaign called Construction Site Soccer, designed to capitalise on the pre-existing World Cup buzz and ensure that Hewden was front of mind among construction site workers 'talking football'.