15 qualified distributor applications in 7 days. One signed distributor. Under R5,000 ad spend.
15 qualified distributor applications in 7 days. One signed distributor. Under R5,000 ad spend.
Social Media Design
Sales Campaign
Sales Copywriting
Pirtek Africa
15 qualified distributor applications in 7 days. One signed distributor. Under R5,000 ad spend.
Pirtek Africa was spending tens of thousands of dollars flying sales teams across the continent to pitch potential distributors in remote mining regions. The conversion rate was uncertain. The cost was not.
Pirtek Africa
Overview
Pirtek Africa operates in one of the most demanding commercial environments on the continent. Their customers are mining operations and heavy equipment businesses spread across enormous distances, in markets defined by logistical complexity and dollar-denominated cost. Recruiting distributors into that network had always followed the same route: identify a target, research the organisation, send people, fly to the region, pitch in person, negotiate. That route works. It is simply expensive per attempt, and the outcome is never assured. Each candidate also required real due diligence — alignment with host-country empowerment policy, assessment of credibility and market presence, evidence of genuine commercial commitment. The offer was never the issue. The cost of each attempt to present it was.
What made the hypothesis testable was the precision of what Pirtek Africa were looking for. They were not chasing volume. They wanted alignment — organisations honouring local employment policy, with genuine market presence and real commitment. In their own framing, the right distributor is a capable business that simply lacks the brand, product range and supplier relationship needed to win the deals it is already good enough to win. That specificity is the whole reason a test was viable. A precise target permits a precise message. And a precise message reaching a precisely defined audience does not need budget behind it. It needs to be right. So the team defined a contained experiment: one territory, one asset, one channel, a small spend, and a clear question.
Pirtek Africa
The Challenge
The first challenge was defining the audience at a granularity most campaigns never attempt. Zambia was chosen as the test market — significant mining activity, and the right profile against Pirtek’s distributor criteria. But businesses in Zambia is not an audience. The audience was the specific kind of organisation Pirtek should be talking to: credible, commercially committed, locally compliant, serving the right customer base, and ambitious for international brand backing. Reaching that definition meant mapping the ideal distributor properly — organisational characteristics, commercial situation, growth aspirations, and the particular combination of credibility, terms and support that would make the opportunity feel urgent rather than merely interesting. Not a demographics exercise. A buyer psychology exercise.
The second constraint was the format. Thirty seconds, to reach a busy and commercially sophisticated decision-maker in a remote region, with no prior awareness of the opportunity and every reason to keep scrolling. Thirty seconds is not long enough to explain anything. It is long enough to send a signal. So the creative problem was a distillation problem. Out of everything that makes the Pirtek opportunity worth having — the brand, the product range, the market access, the distribution support, the partnership terms — what is the single most resonant thing to say to this specific person? What do they care about most? What must they feel in order to act? And the targeting had to be as accurate as the message. A strong signal sent to the wrong people is a wasted test.
Pirtek Africa
The Solution
We started with the distributor, not the product. Before any creative existed, we mapped the ideal Pirtek Africa distributor with the rigour we would apply to any high-stakes buyer. What drives them commercially? What is currently limiting their growth? What does an international brand relationship make possible that they cannot reach alone? The answer shaped everything. This distributor is not shopping for a supplier. They have the market presence, the relationships and the commitment already. What they lack is the brand, product range and supplier backing that would put them in the room for contracts they are entirely capable of delivering. The Pirtek opportunity, properly understood, is not a product sale. It is a commercial elevation. That single insight set the creative direction.
Adobe After Effects Adobe Photoshop Adobe Illustrator Sales Copywriting LinkedIN Advertising
The thirty seconds were built around aspiration and recognition — speaking directly to the experience of running a capable, committed business that cannot yet access the opportunities it deserves without the right partner behind it. Territory mapping ran alongside it. Combining market intelligence with LinkedIn’s geographic and professional targeting, we identified the regions within Zambia with the highest concentration of mining and heavy equipment activity, and therefore the highest density of organisations matching the profile. The asset was never broadcast. It was delivered — right message, right organisational profile, right geographic concentration. The result behaved less like an advertisement and more like a targeted commercial signal. It was not built to generate awareness. It was built to make the right person recognise themselves and take a step.
Pirtek Africa
Performance Results
Within 24 hours of going live, three solid applications had arrived. Not enquiries. Not vague interest. Qualified applications from organisations that had seen the asset, recognised the opportunity, and initiated contact themselves. By the end of week one, that number reached fifteen — fifteen organisations, each pre-filtered by the targeting architecture, each having self-selected into the process, each having demonstrated the commercial initiative to pursue the opportunity rather than wait to be found. For a business accustomed to investing significant travel and dollar-denominated cost in the pursuit of individual candidates, fifteen qualified applications from a single territory in seven days was a clear signal that the hypothesis had merit.
Pirtek Africa
Final thoughts
The most commercially intelligent thing Pirtek Africa did here was refuse to make a large decision on instinct. They had a live question about their recruitment model — a good question, with real money riding on the answer. The expensive way to resolve it is to commit, roll something out across multiple markets, and find out eighteen months later whether the instinct was sound. The cheap way is to isolate one territory, build one asset properly, spend a few hundred dollars, and let the market answer. That is a discipline more organisations should borrow. Not because small tests are safer, but because they convert opinion into evidence at a price that makes being wrong survivable. One test in one country does not remake a continental recruitment strategy, and we would not claim it did. What it did was replace a hypothesis with a result — and give a capable team something solid to reason from. The asset was thirty seconds long. The value was in knowing what to put in it, and exactly who to put it in front of.
Pirtek Africa
Credits
Previous Project
Next Project
15 qualified distributor applications in 7 days. One signed distributor. Under R5,000 ad spend.
15 qualified distributor applications in 7 days. One signed distributor. Under R5,000 ad spend.
Social Media Design
Sales Campaign
Sales Copywriting
Pirtek Africa
15 qualified distributor applications in 7 days. One signed distributor. Under R5,000 ad spend.
Pirtek Africa was spending tens of thousands of dollars flying sales teams across the continent to pitch potential distributors in remote mining regions. The conversion rate was uncertain. The cost was not.
Pirtek Africa
Overview
Pirtek Africa operates in one of the most demanding commercial environments on the continent. Their customers are mining operations and heavy equipment businesses spread across enormous distances, in markets defined by logistical complexity and dollar-denominated cost. Recruiting distributors into that network had always followed the same route: identify a target, research the organisation, send people, fly to the region, pitch in person, negotiate. That route works. It is simply expensive per attempt, and the outcome is never assured. Each candidate also required real due diligence — alignment with host-country empowerment policy, assessment of credibility and market presence, evidence of genuine commercial commitment. The offer was never the issue. The cost of each attempt to present it was.
What made the hypothesis testable was the precision of what Pirtek Africa were looking for. They were not chasing volume. They wanted alignment — organisations honouring local employment policy, with genuine market presence and real commitment. In their own framing, the right distributor is a capable business that simply lacks the brand, product range and supplier relationship needed to win the deals it is already good enough to win. That specificity is the whole reason a test was viable. A precise target permits a precise message. And a precise message reaching a precisely defined audience does not need budget behind it. It needs to be right. So the team defined a contained experiment: one territory, one asset, one channel, a small spend, and a clear question.
Pirtek Africa
The Challenge
The first challenge was defining the audience at a granularity most campaigns never attempt. Zambia was chosen as the test market — significant mining activity, and the right profile against Pirtek’s distributor criteria. But businesses in Zambia is not an audience. The audience was the specific kind of organisation Pirtek should be talking to: credible, commercially committed, locally compliant, serving the right customer base, and ambitious for international brand backing. Reaching that definition meant mapping the ideal distributor properly — organisational characteristics, commercial situation, growth aspirations, and the particular combination of credibility, terms and support that would make the opportunity feel urgent rather than merely interesting. Not a demographics exercise. A buyer psychology exercise.
The second constraint was the format. Thirty seconds, to reach a busy and commercially sophisticated decision-maker in a remote region, with no prior awareness of the opportunity and every reason to keep scrolling. Thirty seconds is not long enough to explain anything. It is long enough to send a signal. So the creative problem was a distillation problem. Out of everything that makes the Pirtek opportunity worth having — the brand, the product range, the market access, the distribution support, the partnership terms — what is the single most resonant thing to say to this specific person? What do they care about most? What must they feel in order to act? And the targeting had to be as accurate as the message. A strong signal sent to the wrong people is a wasted test.
Pirtek Africa
The Solution
We started with the distributor, not the product. Before any creative existed, we mapped the ideal Pirtek Africa distributor with the rigour we would apply to any high-stakes buyer. What drives them commercially? What is currently limiting their growth? What does an international brand relationship make possible that they cannot reach alone? The answer shaped everything. This distributor is not shopping for a supplier. They have the market presence, the relationships and the commitment already. What they lack is the brand, product range and supplier backing that would put them in the room for contracts they are entirely capable of delivering. The Pirtek opportunity, properly understood, is not a product sale. It is a commercial elevation. That single insight set the creative direction.
Adobe After Effects Adobe Photoshop Adobe Illustrator Sales Copywriting LinkedIN Advertising
The thirty seconds were built around aspiration and recognition — speaking directly to the experience of running a capable, committed business that cannot yet access the opportunities it deserves without the right partner behind it. Territory mapping ran alongside it. Combining market intelligence with LinkedIn’s geographic and professional targeting, we identified the regions within Zambia with the highest concentration of mining and heavy equipment activity, and therefore the highest density of organisations matching the profile. The asset was never broadcast. It was delivered — right message, right organisational profile, right geographic concentration. The result behaved less like an advertisement and more like a targeted commercial signal. It was not built to generate awareness. It was built to make the right person recognise themselves and take a step.
Pirtek Africa
Performance Results
Within 24 hours of going live, three solid applications had arrived. Not enquiries. Not vague interest. Qualified applications from organisations that had seen the asset, recognised the opportunity, and initiated contact themselves. By the end of week one, that number reached fifteen — fifteen organisations, each pre-filtered by the targeting architecture, each having self-selected into the process, each having demonstrated the commercial initiative to pursue the opportunity rather than wait to be found. For a business accustomed to investing significant travel and dollar-denominated cost in the pursuit of individual candidates, fifteen qualified applications from a single territory in seven days was a clear signal that the hypothesis had merit.
Pirtek Africa
Final thoughts
The most commercially intelligent thing Pirtek Africa did here was refuse to make a large decision on instinct. They had a live question about their recruitment model — a good question, with real money riding on the answer. The expensive way to resolve it is to commit, roll something out across multiple markets, and find out eighteen months later whether the instinct was sound. The cheap way is to isolate one territory, build one asset properly, spend a few hundred dollars, and let the market answer. That is a discipline more organisations should borrow. Not because small tests are safer, but because they convert opinion into evidence at a price that makes being wrong survivable. One test in one country does not remake a continental recruitment strategy, and we would not claim it did. What it did was replace a hypothesis with a result — and give a capable team something solid to reason from. The asset was thirty seconds long. The value was in knowing what to put in it, and exactly who to put it in front of.
Pirtek Africa
Previous Project
Next Project
15 qualified distributor applications in 7 days. One signed distributor. Under R5,000 ad spend.
15 qualified distributor applications in 7 days. One signed distributor. Under R5,000 ad spend.
Social Media Design
Sales Campaign
Sales Copywriting
Pirtek Africa
15 qualified distributor applications in 7 days. One signed distributor. Under R5,000 ad spend.
Pirtek Africa was spending tens of thousands of dollars flying sales teams across the continent to pitch potential distributors in remote mining regions. The conversion rate was uncertain. The cost was not.
Pirtek Africa
Overview
Pirtek Africa operates in one of the most demanding commercial environments on the continent. Their customers are mining operations and heavy equipment businesses spread across enormous distances, in markets defined by logistical complexity and dollar-denominated cost. Recruiting distributors into that network had always followed the same route: identify a target, research the organisation, send people, fly to the region, pitch in person, negotiate. That route works. It is simply expensive per attempt, and the outcome is never assured. Each candidate also required real due diligence — alignment with host-country empowerment policy, assessment of credibility and market presence, evidence of genuine commercial commitment. The offer was never the issue. The cost of each attempt to present it was.
What made the hypothesis testable was the precision of what Pirtek Africa were looking for. They were not chasing volume. They wanted alignment — organisations honouring local employment policy, with genuine market presence and real commitment. In their own framing, the right distributor is a capable business that simply lacks the brand, product range and supplier relationship needed to win the deals it is already good enough to win. That specificity is the whole reason a test was viable. A precise target permits a precise message. And a precise message reaching a precisely defined audience does not need budget behind it. It needs to be right. So the team defined a contained experiment: one territory, one asset, one channel, a small spend, and a clear question.
Pirtek Africa
The Challenge
The first challenge was defining the audience at a granularity most campaigns never attempt. Zambia was chosen as the test market — significant mining activity, and the right profile against Pirtek’s distributor criteria. But businesses in Zambia is not an audience. The audience was the specific kind of organisation Pirtek should be talking to: credible, commercially committed, locally compliant, serving the right customer base, and ambitious for international brand backing. Reaching that definition meant mapping the ideal distributor properly — organisational characteristics, commercial situation, growth aspirations, and the particular combination of credibility, terms and support that would make the opportunity feel urgent rather than merely interesting. Not a demographics exercise. A buyer psychology exercise.
The second constraint was the format. Thirty seconds, to reach a busy and commercially sophisticated decision-maker in a remote region, with no prior awareness of the opportunity and every reason to keep scrolling. Thirty seconds is not long enough to explain anything. It is long enough to send a signal. So the creative problem was a distillation problem. Out of everything that makes the Pirtek opportunity worth having — the brand, the product range, the market access, the distribution support, the partnership terms — what is the single most resonant thing to say to this specific person? What do they care about most? What must they feel in order to act? And the targeting had to be as accurate as the message. A strong signal sent to the wrong people is a wasted test.
Pirtek Africa
The Solution
We started with the distributor, not the product. Before any creative existed, we mapped the ideal Pirtek Africa distributor with the rigour we would apply to any high-stakes buyer. What drives them commercially? What is currently limiting their growth? What does an international brand relationship make possible that they cannot reach alone? The answer shaped everything. This distributor is not shopping for a supplier. They have the market presence, the relationships and the commitment already. What they lack is the brand, product range and supplier backing that would put them in the room for contracts they are entirely capable of delivering. The Pirtek opportunity, properly understood, is not a product sale. It is a commercial elevation. That single insight set the creative direction.
Adobe After Effects Adobe Photoshop Adobe Illustrator Sales Copywriting LinkedIN Advertising
The thirty seconds were built around aspiration and recognition — speaking directly to the experience of running a capable, committed business that cannot yet access the opportunities it deserves without the right partner behind it. Territory mapping ran alongside it. Combining market intelligence with LinkedIn’s geographic and professional targeting, we identified the regions within Zambia with the highest concentration of mining and heavy equipment activity, and therefore the highest density of organisations matching the profile. The asset was never broadcast. It was delivered — right message, right organisational profile, right geographic concentration. The result behaved less like an advertisement and more like a targeted commercial signal. It was not built to generate awareness. It was built to make the right person recognise themselves and take a step.
Pirtek Africa
Performance Results
Within 24 hours of going live, three solid applications had arrived. Not enquiries. Not vague interest. Qualified applications from organisations that had seen the asset, recognised the opportunity, and initiated contact themselves. By the end of week one, that number reached fifteen — fifteen organisations, each pre-filtered by the targeting architecture, each having self-selected into the process, each having demonstrated the commercial initiative to pursue the opportunity rather than wait to be found. For a business accustomed to investing significant travel and dollar-denominated cost in the pursuit of individual candidates, fifteen qualified applications from a single territory in seven days was a clear signal that the hypothesis had merit.
Pirtek Africa
Final thoughts
The most commercially intelligent thing Pirtek Africa did here was refuse to make a large decision on instinct. They had a live question about their recruitment model — a good question, with real money riding on the answer. The expensive way to resolve it is to commit, roll something out across multiple markets, and find out eighteen months later whether the instinct was sound. The cheap way is to isolate one territory, build one asset properly, spend a few hundred dollars, and let the market answer. That is a discipline more organisations should borrow. Not because small tests are safer, but because they convert opinion into evidence at a price that makes being wrong survivable. One test in one country does not remake a continental recruitment strategy, and we would not claim it did. What it did was replace a hypothesis with a result — and give a capable team something solid to reason from. The asset was thirty seconds long. The value was in knowing what to put in it, and exactly who to put it in front of.
Pirtek Africa
Previous Project
Next Project
One conversation to find
out if we are the right fit
for YOU
Tell us what you're selling. Who needs to say yes. What's at stake if they don't. We'll tell you exactly what we'd build — and whether we're the right studio to build it.
No obligation. No vague creative brief. A direct conversation about the commercial job your presentation or sales assets needs to do.
One conversation to find
out if we are the right fit
for YOU
Tell us what you're selling. Who needs to say yes. What's at stake if they don't. We'll tell you exactly what we'd build — and whether we're the right studio to build it.
No obligation. No vague creative brief. A direct conversation about the commercial job your presentation or sales assets needs to do.
One conversation to find
out if we are the right fit
for YOU
Tell us what you're selling. Who needs to say yes. What's at stake if they don't. We'll tell you exactly what we'd build — and whether we're the right studio to build it.
No obligation. No vague creative brief. A direct conversation about the commercial job your presentation or sales assets needs to do.