The Brief

Develop an entertainment based campaign for Australia's biggest workwear brand King Gee and help them regain credibility with the trade industry.

Our Insight

The world of tradesmen is highly competitive and tradies often feel their career is undervalued.

Our Solution

King Gee Jack of all Trades - the search for the nation's best all rounder on the tools

A multichannel entertainment property incorporating a TV series, online, events and an extensive marketing campaign.

The Results

King Gee's naming rights partnership has delivered significant results across the three years of their involvement:

Our partnership strategy has delivered an increased distribution footprint with new retail partners, while the media campaign has consistently driven 300% added value and amortised production costs.

On the back of 2009 Jack of all Trades program and themed in-store promotion, King Gee achieved their highest ever sales result.