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BOC - Not for the weekend warrior

BOC, the world’s largest and most prestigious commercial gas company, had been losing market share in their accessory business to the big-box DIY stores over an 18 month period. Their strategy of competing on price had led to an ongoing series of price-led retail communications, which only compounded problems by producing ever decreasing profit margins. The solution was not just to restore BOC back into a leadership position, but to also reposition the opposition as places suitable only for the non-professional 'weekend warrior'. This strategy led to a campaign of gritty communications intended to reminded the consumer that only BOC are qualified to service professionals and translated across all platforms from POS to digital. Over a six month period, the turnaround was complete with sales increasing month-on-month by 12% and profits by 18%.

Project Roles
Art Director, Creative Director, Director
Mammal Advertising
Art Direction, Creative Direction, Producing
Project Industries
BOC - Not for the weekend warrior