BOC Gas & Gear

As the only national company designed specifically for welding specialists, for years it had been competing with ‘Big Box’ DIY stores purely on price. Which in turn, had severely diminished the brand in the minds of their clients.

The campaign had three goals. The first was to remind clients that only BOC stores cater to welding specialists. Second, build a series of client advocate stories highlighting the relationship between specialists and BOC. And third, engage the next generation of welders by promoting boc.com.au as a ‘go-to’ source of knowledge.

Over nine months, membership to loyalty programs increased by over 250%, and sales increased by 6%.