Buying stockyards. Simplified. The campaign making noise in the livestock industry.

For more than a decade, GNS Rural Services have worked with Australia's leading stockyard manufacturers, delivering sales and construction of private and commercial stockyard systems and livestock handling equipment.

the project

The growth of the Australian stockyard and livestock handling equipment market has significantly increased the time required for farmers to design, research and buy stockyards.

Employing a customer-centric approach, GNS Rural Services sought to simplify the stockyard purchasing process for cattle and sheep farmers, and launch a Stockyard Buying Agent service.

the challenge

Traditionally, agricultural audiences have stable buying behaviours, sourcing stockyards and livestock handling equipment direct from manufacturers or brand-loyal farm supply stores.

A new concept for the agriculture industry, the Stockyard Buying Agent service required a go-to-market strategy and campaign, with a focus on an improved customer-experience for targeted segments of the audience.

our solution

Launching just prior to the flurry of end-of-financial year spending, the campaign spans social media, digital platforms and print media, and integrates a schedule of agricultural event attendance.

Positioning the Stockyard Buying Agent as a simplified purchasing process, a pared-back look and feel was applied to the creative and flowed through to the audio used for social media content. This no-bull approach drew the focus to the benefits of engaging GNS Rural as a Stockyard Buying Agent: a simple, time-saving and flexible solution.