New brand. New market. New machinery that had to earn its place in Australian dirt.
Breaking into a market is harder when no one knows your name.
Onis Equipment launched as the Australian importer of Sunward Machinery — a line of earthmoving equipment that needed to make a credible case for itself in a market with established loyalties and high purchase stakes. Buying an excavator or telehandler isn’t a casual decision. The people making that call need to trust the machine, trust the dealer, and trust that the brand will still be around when something needs fixing.
Onis had the product. What it needed was a brand presence — and content that could do commercial work across paid social while the business was still building its name. The content had to carry the brand before the brand could carry itself.
Build the brand and sell the machine at the same time.
Working with our marketing partner, Wonder Creative delivered a full content suite for Onis across two parallel tracks. The first was brand: personal brand photography for the Onis team, giving the business a human face in a category where relationships drive sales. The second was product: a brand film establishing the Sunward range in an Australian context — wide landscapes, working conditions, the machines doing what they’re built to do.
From that shoot we cut five machine-specific social ads, each built around a single Sunward model. SWE18UF. SWE25UF. SWE35UF. SWE60UF. SWTL4528. Each ad lands in under sixty seconds and answers the one question a buyer has before they click: does this machine belong here? The answer had to be yes before a single dollar of ad spend went live.
“We needed content that stopped the scroll — and still felt like us. On brand, well designed, and unmistakably Australian.”
— Onis Equipment
New brand in market. Content live. Machinery selling.
Onis launched with a content suite covering both ends of the funnel — brand credibility for the long game, and paid social assets ready to run immediately. The Sunward range is now visible in market with Australian-produced content that meets buyers where they are. Five ads, five machines, each one built to convert.
Onis needed to enter a market with credibility from day one. What does your brand need to prove?
Two minutes. A tailored creative direction written specifically for your brief — formats, timeline, and investment range included.
Professional photography that makes founders and leaders look as credible as the work they do.
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