iSeekplant raises the roof with tongue-in-cheek videos that takes on issues facing the construction and mining industries

Online plant hire and equipment database, has recently launched a new video marketing campaign, providing a raw and witty take on the hurdles encountered in the Australian mining and construction industries.

With the construction and mining industries in Australia experiencing hard-hitting times, is using an imaginative approach to disrupt the loud market and get their message out. is Australia’s fastest growing online plant hire equipment and services database with over 4,000 members and 110,000 users in mining, infrastructure, and construction. Seven Group Holdings has also recently backed the company with investment.

CEO of iSeekplant, Sally McPherson, has created a short film series that targets the issues experienced within the construction and mining industries in Australia.

“Australia’s mining, construction and infrastructure industries are facing some of the toughest conditions yet. These industries are still so0me of Australia’s largest employers and the backbone of many Australian cities and regional towns. However, many players in these sectors are employing antiquated business practices and need to take a serious look at how they can shake up their business strategy to ensure they stay profitable and relevant in the modern, digital world.”

“It’s vital that we take a serious look at how companies in these sectors are operating; sourcing equipment and resources, marketing, and the move to digital are all critical factors that need to be addressed.”

McPherson aims to reach over 20 million people through social media, by
producing content that was shareable and would resonate with her audience.

“Humour is often the best medicine, our videos poke fun at situations and stereotypical characters in the industry, which will mean we get cut through with our audience.”

“Demonstrating our understanding of the uniqueness of the plant hire and construction industries, every frame of these videos is a celebration of the inside jokes and the humour that makes working on a construction site fun every day.”

Starring in the films that celebrate true-blue characters and the comical situations that arise at worksites across the country are Aussie icons David Field (Chopper, Getting Square), David Eastgate (Under the Hammer) and Col Elliott (comedian).

The first video ‘Poor Brian’ focuses on the frustration experienced within the industry of not being able to hire the right machines for construction or infrastructure projects. The other videos poke fun at the truckloads of trinkets that hire companies use to win jobs and on dodgy operators and slackers in the industry.

Check out the Real Short Film Series here.

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