Wajax

The Challenge

Wajax aimed to sell units of Hitachi equipment before year-end, targeting specific segments across Canada. The challenge was to cut through a competitive market with a compelling creative that would drive urgency and connect warm leads directly to the sales team.

Our Approach

We crafted a strategic, multi-channel campaign designed to resonate with two primary audience segments: compact and large equipment buyers. Our creative assets were activated across both search and display platforms, with messaging centered on urgency, cost-efficiency, and dependability. Visually, we broke away from the industry’s standard “machine in dirt” imagery. Instead, we launched a bold, attention-grabbing concept that flipped the script—featuring a Hitachi machine literally clearing away negative words. This metaphor-driven approach transformed obstacles into opportunities, powerfully reinforcing the campaign’s core promise: Get more done, for less.

The Solution

Skylar Media delivered a campaign that included digital ads, paid search, and custom landing pages. Promotional videos and dynamic animations showcased key models like the ZX35 and ZW3350. The campaign aligned with Hitachi and Wajax brand standards and was optimized for lead generation.