Embed the tough Mazda BT-50 into Tradie culture to show relevance and understanding, and thus be on every tradie worksite in Aus 



Spring boarding off the light hearted trade v trade rivalry inherent on the worksite, we sparked a debate that every tradie wanted to be involved in, asking them what is the Toughest Trade . We hunted across worksites in the BT50 to shortlist 5 Tradies representing their trade and put them to the ultimate test to crown the toughest and reward them with the Ute built for them. The tough BT50​ 



We rolled the campaign out nationally on the Triple M network over 3 phases - Recruit, Rally, and Reward - over a 9 week campaign period.  Audio commercials inspired tradies to get involved, while onsite activations gave us a presence on the building site, and some great material to share on social channels. 



Putting the tough Mazda BT50 at the heart of natural Tradie rivalry and on worksites across Australia 

  • 1,000,000 Radio Reach Male Tradies 
  • 2.2 Million Social 32,000 Web Visits 
  • 14,000 Competition Entries and Votes