To help a GPS tracking company build brand recognition, we broke new creative ground in B2B, delivering over 10m views and 150,000 click-throughs.





Lead Gen

ABAX’s GPS tracking solutions for tools, vehicles, and plant machinery can save every construction worker from their worst nightmare – their equipment going missing in action.

To connect with this no-nonsense audience of builders and construction workers, we knew a campaign that went far beyond the dry functional approach of competitors was essential.

In a break from the B2B norm of data sheets and white papers, we took a more human approach to the content, playing on the humour and horror of construction jobs that would ring true with our target audience.

Our strategy was to give them more of the content they love, on the platforms they love the most. Knowing that humour was key to cutting through, we tapped into the rich vein of building site shenanigans for the focal point of our creative work.


‘When you don’t use ABAX’ featured everything from a giant hidden camera prank to short-form TikTok videos featuring stunts from real building sites.

The hero film was shot covertly on smartphones, as a builder arrives on site to find their entire inventory has vanished without a trace. As they reach the apex of their ensuing meltdown, all the drama is resolved by ABAX – which instantly locates the equipment via GPS.

The stunt was hosted by part-time influencer and full-time builder Ryan Belcher of @sq2_contractors, allowing ABAX to reach his ready-made audience of our exact target market via 662.8K followers on TikTok, 111k on Instagram, and 4K on Facebook.

With a supporting suite of further pranks and high jinks from real building sites, the campaign emphasises key product points deeper down the funnel, all without compromising on the campaign’s viral, tongue-in-cheek spirit.


video views




increased web visits

“Before this campaign, few in the UK construction industry knew who we were or what ABAX could do for them. Thanks to The Croc’s fresh approach and fierce thinking, we’ve reached over 10 million prospects - and really put ABAX on the map.”

Sofia Toll




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