The Challenge

To create for Timberlink Tasmania, a demand generation program in the largely undifferentiated timber framing market. Research showed that there was confusion around brands and in general, they played the lowest role in sales success.

We utilised the pride Tasmanians felt about the genuine supply chain effect that Timberlink has in the Tasmanian market - the creation of jobs and the linked economic effect coupled with leading sustainability practices saw our Made of Tasmania positioning win the day.

Services Utilised

  • Fractional CMO Strategy
  • Market Research
  • Advertising Creative and Production
  • Media Planning and Buying
  • Fractional Marketing Implementation
  • Website Design and Development
  • Branding & Design Services
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Outcomes

Over 5 years we have successfully rolled out two iterations of the Made of Tasmania campaign across TV, Digital Media, Outdoor, Radio and In-store Media.

  • Unprompted awareness growth by 28 percentage points over 5 years
  • Prompted awareness growth by 37 percentage points over 5 years
  • Brand preference growth by 43 percentage points over 5 years
  • Brand perception growth by 33 percentage points over 5 years
By the end of 2025, the MOT campaign had achieved all of its 5-year goals:

  • High margin had been maintained
  • Market share grew and market size increasedTotal unprompted brand awareness exceeded target of 20%
  • All while the channel became even more consolidated with Bunnings and IHG now holding 90% of the market
  • Brand preference and perception also high making it an ideal environment to launch new products

More Projects

We are passionate about creating amazing experiences for the brands we Collab with. Our hands-on, caring style enables flexibility and creativity that produces work and results that will excite you.

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