BGC Contracting

BGC Contracting Case Study

The challenge.

BGC Contracting are a serious player in the mining and civil contracting sector and have been operating for well over 20 years. However, they are still seen as a second tier brand in the sector and in order to be considered for larger contracts they needed to shift brand perceptions and work their way into the tier one category of contractors. Off the back of the successful internal brand communications of ‘110%’ the challenge was to take the brand positioning to market and make a big impact.

The solution. 


This is a really simple but powerful statement. It’s not so much a positioning line but an attitude that permeates in the entire company from the boardroom to the coalface. It says that BGC Contracting give it their all and go the extra mile every time. SHED developed a series of big, bold executions to bring the mantra to life. Featuring real BGC Contracting staff photographed on site, the executions communicated key messages around ‘Relationships’, ‘Teamwork’ and ‘Performance’ in Mining and Civil projects.

The campaign rolled out across Australia through The Financial Review, The Australian, The  Qantas Magazine, large-format outdoor at Airports plus trade magazines. The campaign was designed to be high-impact and stamp their position in the market.


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