Coxons: A CAASie.co Case Study

Ads Served
Total Reach
1.6 Million Impressions
Screen Time (Hrs)

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.

The ​Client

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. 

Planning the Campaign

Campaign goals

Coxons faced two significant hurdles in their WA expansion:

  • Building brand recognition in a market where they had no prior presence.
  • Recruiting an entire foundational team - 15 skilled technicians - quickly and cost-effectively, without the large recruitment budgets of the major mining players.

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.

​Time Frame

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.

Channel Mix

  • Digital advertising: TikTok, Meta (Facebook & Instagram), Google Search, and programmatic display ads.
  • Out-of-Home (OOH) advertising: Utilising CAASie's platform for hypertargeted digital billboard placements across Perth.
  • Landing page: Directed traffic to a tailored landing page to streamline the job application process.

The Analysis

Marketing Strategy: Where does CAASie.co fit?

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.

​Creative and Messaging

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:

  • Tone and voice: Aussie humour and blue-collar banter.
  • Visuals: using likable Coxons team members in real-life scenarios.
  • Platform-native creative: TikTok-first storytelling with trending audio and relatable work-life content and topics.

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.

Decision Making: The what, where, and why

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:

  • In gyms: popular before/after work amongst tradies and young people, we were in the gyms when they were. 
  • At petrol stations: we had key visibility in commuter corridors near industrial zones and main roads.
  • Outside competitor workshops: we used targeted, direct messaging for those feeling stagnant or undervalued at work to make the switch for a better career.

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.

​Results From the Campaign

The short, 4-week, campaign delivered well beyond expectations:

  • 1.6M impressions (goal: 1.1M).
  • 356 job applications (goal: 75) -  nearly 5x the target.
  • $42 cost per application -  significantly more cost-effective than traditional recruitment.
  • 15 hires - fully staffed the new Perth workshop.

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.

Want to do the same? You know where to find us.

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