Fergus sees 15% app growth in Australia
Fergus, a cutting-edge application designed to simplify and streamline business management for tradies, had already established a strong presence in New Zealand.
However, as they prepared to expand into the Australian market, they faced a new challenge: building brand awareness in a competitive market where tradies often resist adopting new technology, favouring traditional methods like pen and paper for business management tasks.
To help Fergus successfully enter the Australian market, Windsorborn developed a full-funnel creative campaign tailored specifically to resonate with Australian trades businesses.
The strategy was designed to acknowledge the competitive landscape and the traditionalist tendencies of the audience.
Central to the campaign was the distinctive Fergus brand mascot, a dog, which was used to create a memorable and relatable brand. The creative language and visuals embodied the spirit of Fergus (the dog), positioning the app as both approachable and trustworthy, helping to win over tradespeople who were hesitant about new technology.
We took a platform-specific approach to our creative, adapting assets and messages to suit each platform.
This allowed us to optimise relevance and performance for each channel, ensuring Fergus’ message reached the right audience across a variety of touchpoints.
Knowing that tradies often have the radio playing on-site, we chose traditional radio and Spotify as one of above-the-line channels for the campaign. To cut through the noise, we developed an irreverent radio script that resonated with tradies, ensuring that the messaging felt familiar and relatable while emphasising the ease and benefits of using Fergus.
Results
- By customising creative assets for each platform and utilising radio and Spotify ads, we maximised relevance, resulting in higher engagement and improved performance metrics.
- Leveraging the recognisable Fergus dog logo created a memorable and relatable brand that resonated with the Australian trades market.
- The integrated full-funnel campaign balanced brand-building and lead generation, driving a successful market entry with measurable growth in app sign-ups and website traffic.
