OneSteel Metalcentre needed a bold, attention-grabbing campaign to drive volume through its Pipe & Tube category while rewarding loyal trade customers. The challenge was to stand out in a highly competitive, price-driven market and create genuine excitement around spend, without losing clarity or compliance across a national rollout.

We anchored the promotion around a simple mechanic of “Spend and Win” and elevated it with a brand ambassador association of Nissan Motorsports professional drivers Todd and Rick Kelly. By linking everyday purchasing behaviour to an aspirational reward, we transformed routine transactions into a competitive, high-stakes opportunity. The campaign was designed to scale across multiple formats, time periods and retail environments.

The Endura 500 creative took its cues from performance racing: engines, fire, steel and speed. Bold typography, explosive visuals and a hero Nissan Navara prize gave the campaign instant cut-through on posters, strut cards and in-store displays. The series maintained a consistent visual identity across executions, ensuring the promotion felt premium, powerful and unmistakably OneSteel Metalcentre.

The Endura 500 campaign delivered strong in-store visibility and sustained engagement across multiple promotional periods. By pairing a compelling prize with an unmistakable visual presence, OneSteel Metalcentre created momentum at the counter, reinforced brand loyalty and drove increased spend across its Pipe & Tube range.