CASE STUDY: 'Construction Site Soccer' by Hewden

The recession has hit the construction industry hard.  With fewer projects being commissioned, hire firms such as Hewden have been under enormous pressure to maintain market share in a fiercely competitive marketplace.

In early 2010, the company was sold by Finning International to Sun European Partners.  Given the new ownership, the firm was keen to strengthen its leadership position in the market, especially with national accounts, following a high investment in the availability and depth of its product portfolio.

Objectives of the campaign
Hewden recognised that it needed to have a point of difference, focusing on a few key things and doing them well.  The objectives were: