MaxiTRANS Economic Stimulus Update Campaign – Gotta Have Faith
In March 2020, MaxiTRANS sought to leverage the recent Australian Government Stimulus Package into sustained business during the coronavirus pandemic. And Faith stepped up to assist with developing multiple campaigns around this Stimulus Package, along with a series of creative executions.
In the mad rush during the initial weeks of the pandemic being announced, the Australian Government announced a series of changes aimed at keeping businesses operating. The fundamental allowance of these announcements was to increase the instant asset write-off threshold from $30,000 to $150,000 while also expanding access to these benefits to include businesses with an aggregated annual turnover of less than $500 million (up from $50 million).
This was extremely beneficial to MaxiTRANS, with a number of their new and used trailers sitting in this new threshold range and many of their customers making less than the turnover limit. There was a need though to educate their new and potential customers to these benefits and to explain how MaxiTRANS fit into the process.
The first requirement was a catchy name. Given the need to explain the benefit to customers, Faith developed a logo lock-up and image template using the phrase “Economic Stimulus Update”. The announcements weren’t just limited to the asset write-off, so Faith developed a series of organic and paid social media posts as well as Google Display banners that communicated these over a period of 3-4 weeks.
In bold MaxiTRANS colours, with a strong Navy background and striking Gold type, accompanied with a mixture of dynamic hero images from each of the brands as well as simple, effective icon-based images, these creative pieces clearly and effectively announced the changes for customers.
However, as the pandemic continued through March into April and got closer to May, MaxiTRANS decided that they need to continue promoting these changes, not just to educate their customers on the broad announcements, but to the types of purchases that would be available to them. It wasn’t just new trailers (which by this point new builds were almost fully booked through to the end of the financial year), but used trailers were applicable too. Additionally, it was identified that trailer upgrades and enhancements were included as well.
Working from a list of upgrades including refurbishments, model-specific product enhancements, and general maintenance, we developed new icon-based visuals to communicate these opportunities. Working quickly and efficiently, across each of the MaxiTRANS sub-brands as well as some of their state-based Facebook pages, we developed our creative assets and scheduled these posts in a matter of hours.
The overall results for MaxiTRANS as a result of this campaign were impressive, with a marked improvement in sales, service requests and website traffic. There are plans to continue the campaign through to the end of the financial year with evolving creative and additional offers.
Gotta Have Faith
With close to 20 years of experience working with brands on time-sensitive campaigns such as this, Faith is well-positioned to support businesses during the coronavirus pandemic. With flexible and efficient creative services, we can help develop key visuals and creative assets to support your needs, while our social media management team utilise key data analysis to identify the best types of posts and scheduling patterns to benefit your business. With a raft of additional services including video production capabilities, media planning and buying and high-level branding considerations, get in touch with us today to find out how we can help your business.