How we ran Toll Group's "Think Outside The Box" campaign across 13 markets

Toll Group set out to build B2B awareness for its supply-chain and logistics offering across 13 markets with its "Think Outside The Box" brand campaign. The task for Construct Digital was the media: get that campaign in front of the right business audiences, in every market, without the cost per click running away.

Thirteen markets on a controlled budget is a discipline problem. Reach and efficiency usually pull in opposite directions, and here they both had to hold.

The "Think Outside The Box" concept and its key visuals were created by Toll's brand agency, VCCP. Our role was to plan and run the paid media that put it to work: building the audience targeting, market split and channel mix, then managing delivery across all 13 markets.

The campaign drew 3.8 million impressions and around 10,000 clicks at a blended cost per click of AUD $3.51 — efficient reach held steady across every market, not just the easy ones.