B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • Anthony Albanese
  • WPP
  • AI
  • NRL
  • Thinkerbell
  • EssenceMediaCom
  • State of Origin
  • Spotlight on Sponsors
  • imaa
  • Channel 10
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: iSeekplant Takes A Dig At Construction Industries In New Campaign
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > iSeekplant Takes A Dig At Construction Industries In New Campaign
Advertising

iSeekplant Takes A Dig At Construction Industries In New Campaign

Staff Writers
Published on: 11th August 2016 at 9:39 AM
Staff Writers
Share
3 Min Read
SHARE

Online plant hire equipment database iSeekplant launches a new video marketing campaign, providing a raw and witty take off of the challenges facing the world of construction and mining in Australia.

With the construction and mining industries in Australia experiencing tough times, iSeekplant is using a creative way to achieve cut through in the market and get their message out.

iSeekplant.com.au is Australia’s fastest growing online plant hire equipment and services database with over 3,800 customers, and 110,000 users in mining, infrastructure and construction which recently received investment backing from Seven Group Holdings.

https://youtu.be/UX305tUVPVQ

CEO of iSeekplant, Sally McPherson, has created a series of short films that take aim at the issues facing construction and mining in Australia.

“Australia’s mining, construction and infrastructure industries are facing some of the toughest conditions yet. These industries are still some of Australia’s largest employers and the backbone of many Australian cities and regional towns. However, many players in these sectors are employing antiquated business practices and need to take a serious look at how they can shake up their business strategy to ensure they stay profitable and relevant in the modern, digital world.

“It’s vital that we take a serious look at how companies in these sectors are operating; sourcing equipment and resources, marketing, and the move to digital are all critical factors that need to be addressed.”

McPherson wanted to create shareable content that would resonate with her audience, aiming to reach over 20 million people through social media.

“Humour is often the best medicine, our videos poke fun at situations and stereotypical characters in the industry, which will mean we get cut through with our audience. Demonstrating our understanding of the uniqueness of the plant hire and construction industries, every frame of these videos is a celebration of the inside jokes and the humour that makes working on a construction site fun every day.”

The premiere of iSeekplant’s marketing campaign videos was on Tuesday night in Queensland at the Real Short Film Festival.

Aussie icons David Field (Chopper, Getting Square), David Eastgate (Under the Hammer) and Col Elliot (comedian) star in the tongue-in-cheek films that celebrate the distinctly Aussie characters and comical situations that arise at worksites across the country.

The first video ‘Poor Brian’ showcases the frustration in the industry of not being able to source the correct machines for construction or infrastructure projects. The other videos take a jab at the truckloads of trinkets that hire companies use to win jobs and also take on dodgy operators and time wasters in the industry.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: iSeekplant
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Independent Agency Yango Seals Amber Tiles Media Account
18/06/2025
“There’s Still So Much More To Do”: Meet The Women Championing Culture, Care & Change At Support Act
18/06/2025
Blobfish International Has Revealed An Expansion Of Its Sampling Network
18/06/2025
Tabcorp Slapped With $4M Spam Fine As Gambling Ad Regulation Continues To Stall
18/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?