When family-owned radiator specialists Coxons set out to open their first workshop in Western Australia, they faced a double challenge: breaking into a brand-new market and building an entire team from the ground up. With no existing local presence and limited recruitment spend, they needed more than a basic job listing.
In just four weeks, their bold, tightly executed campaign drove 1.6 million impressions, attracted 356 job applications, and fully staffed their new Perth workshop, all at a fraction of the usual recruitment cost.
Let’s take a closer look at how they made it happen, and explore the thinking, tactics, and creative that brought their campaign to life.
Coxons, a family-owned radiator and cooling systems specialist with a strong presence on the east coast of Australia, was preparing to expand its operations into Western Australia (WA) with a brand-new purpose-built workshop in south Perth.
Coxons faced two significant hurdles in their WA expansion:
Breaking into this fiercely competitive industry space demanded more than a basic recruitment push. Coxons needed an integrated campaign that could break through a competitive market, build a trustworthy brand that resonates with blue-collar workers, and deliver serious results - all on a modest budget.
The fully integrated campaign was developed and launched within a seven-day turnaround by Australian brand and marketing specialists, and Coxons' long-term brand partner, LCC Group.
CAASie.co was key in building awareness and brand familiarity. Positioned at the top of the recruitment funnel, its large screen networks delivered targeted, high-impact exposure in the environments our target audience moved through daily, including gyms, petrol stations, and competitor sites. This frequent visibility attracted significant interest from people who didn’t previously know the Coxons brand and reinforced the campaign’s digital messaging to create a cohesive, omnichannel experience.
The campaign was anchored on a creative memorable line: “Keen for a Cool Change?” - a nod to both a career transition and Coxons’ cooling expertise.
The campaign spoke to viewers with empathy and relevance. By taking the time to genuinely understand the values, frustrations, and motivations of our target audience, we then mapped their day-to-day routines and crafted creative that spoke to them, not at them.
The creative focused on:
The campaign’s messaging didn’t shy away from bold, direct truths, including this billboard, which was located near a competitor’s workshop:
“Love working on mining gear, but sick of working with tools? Join Coxons.”
The creative blend of honesty, humour, and respect helped position Coxons as a refreshing alternative to the mining giants - a company that truly gets its people.
Ad placements weren’t just practical, they were strategic decisions. We mapped out the daily routines of our ideal job candidates and met them where they already were:
Our strategy allowed for repeated exposure, necessary in the times the target audience would be in the area. This was a key factor in driving familiarity, trust, and ultimately, action.
The short, 4-week, campaign delivered well beyond expectations:
Coxons didn’t just enter the WA market - they made a bold first impression, built a skilled team from scratch, and laid the groundwork for long-term success.
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