Geographe - LESS and MORE
Geographe is in the business of manufacturering of high performance and customised products for mechanical equipment used in the mining, exploration, drilling, earthmoving and mineral processing industries. Their challenge has always been competing against the original engineering manufacturers (OEMs - like Catarpillar, Atlas Copco, Hitachi, Tamrock and Komatsu) who seek to control the replacement parts markets through warrantee and exclusivity agreements with their customers. They re-engineer the OEM parts to last up to five times as long at a cost of half that of the original - the benefit to the mining companies being less down time and more productivity. Brandcourage developed Geographe's identity over twenty years ago, and though it has had a few tweaks along the way, it remains essentially the same. The latest communications campaign is based on LESS and MORE, being less of what their customers don't want; and more of what they need. This included a unique direct mail element based on the Australian gambling game of 'Two Up' - where the two sides of the coins were LESS or MORE, so that Geographe's customers win either way.
