toyota Hilux

The Hilux is known as a virtually indestructible, almost unstoppable workhorse in the South African utility vehicle and 4x4 market. The launch of the new Hilux range (P960) presented the challenge of communicating a variety of new intrinsic features in a clear but surprising way, particularly important given that the category tends to be literal and bland. We chose to highlight the key improvements with a simple, engaging and category-bending print campaign. The relaunch campaign was noted as one of the most effective on record.

(CD/Art Director: Mark Bolton Photography: Michael Meyersfeld)

(More powerful 2700i motor.)

Sony PlayStation “Bomber Boy”

PlayStation gives gamers the gift of heroism. This limited edition in-store poster captured this simple notion, and became highly collectable for fans of the brand everywhere. There’s nothing like making work people actually want to hang on their walls.

(Art Director: Mike Fleschel)

Carfind.

The used car category is notorious for not investing in brand, and for being cluttered and brash. We recognised that standing out would require simple, visually striking work with a single minded promise; that carfind.co.za has so many different cars in their stock list that you’ll surely find the one you want. The line “Imagine if the car you wanted came looking for you.” highlighted the unique feature that a sales consultant would contact prospective buyers, rather than them having to make the first contact. The outdoor was supported on radio, achieving unprecedented results, earning a marked increase in website visits and a conversion rate of over 50%.

(Art Director: Ryan Pye)

A BRAND BUILT FROM THE GROUND UP.

There’s nothing quite as juicy as starting from scratch. This launch project included the whole bang shoot, from strategy, positioning and creative platform to advertising across print, tv, radio and out of home to on- and off-premise activation and trade promotion, and just about everything in between.

(Art Direction: Ryan Pye Copywriter: Steven Leach Photography: Michael Doran)

LONG LIVE THE LONG READ.

(CD/Art Director: Mark Bolton Photography: Mike Leisegang)

One Step Tile Cleaner (NOW with Ant Repellent.)

360° BRAND STEWARDSHIP

The most rewarding way to grow a brand creatively and in value is to be completely immersed in it. Working as an extension of the marketing team, we helped guide PG Bison from a House of Brands to a Branded House, providing a simplified architecture showcasing a diverse portfolio of brands in a unified way. We developed a robust creative platform (Where Beautiful Spaces Begin) which builds the relevance and saliency of the brand and which recent qualitative research has established resonates deeply with all market segments.

Perhaps one of our most significant contributions to the brand has been the introduction of the product “Gallery” concept. This simple idea has enabled the business to launch and encapsulate entire ranges over several years but with a consistent overarching theme title. Now up to Gallery 5, the market has enthusiastically embraced the idea and it counts as perhaps the company’s most valuable distinctive brand asset, providing an effective vehicle for cohesive communication in Kenya, Zimbabwe, Angola, Mozambique, Zambia and Botswana too.

Our work with PG Bison brings us face to face with end users and starts conversations with the trade (be it retail, wholesale, architects, designers, artisans or specifiers). We work on staff engagement and have also built the 1.618 educational initiative into one of the best known and most popular student design competitions in South Africa.

In a partnership spanning almost 20 years and touching just about every aspect of the business, PG Bison has grown from a slowly evolving mid-sized industrial manufacturer to a powerful brand and category leader which has just recently announced a R2.5 billion investment in expanding its production capacity to satisfy growing demand in sub-Saharan Africa and beyond the continent’s shores. It is now considered the jewel in the crown of KAP Industrial Holdings.