PJ Condellis S.A. is one of the largest and longest-established companies in its industry in Greece, with more than 100 years of history. It represents international brands in commercial vehicles, construction machinery, agricultural machinery and lubricants, such as IVECO, CASE, Sennebogen and Petronas.
The challenge was to speak on social media to very different audiences, from fleet owners to drivers choosing a lubricant.
DigitalUp took on content creation for the Group’s social media, with a distinct visual language for each brand.
About the project
Condellis Group doesn’t have one audience; it has many. Professionals looking for a truck or van want durability and reliability. Contractors want machinery that performs on the job site. Drivers want to know why their lubricant makes a difference.
Each brand also has its own international identity guidelines that must be followed. The content had to respect those guidelines while speaking Greek, with topics relevant to the Greek market.
The goal was threefold:
- Give each brand a clear character in the feed, in line with its international guidelines.
- Combine product promotion with useful content, such as maintenance tips.
- Bring professionals closer to the Group’s sales and service network.
What we did
01. Social Media Content Creation
02. Art Direction & Visual Templates
Our approach was based on three distinct visual languages, one for each of the Group’s worlds, with a shared goal: content that speaks the professional’s language.
01/
Social Media Content Creation
Every post starts with what professionals need in their work.
- Short headlines with character, such as “IVECO parts. For every mile.” and “Where projects demand… more!”.
- Recurring content series, such as Truck of the Month and Maintenance Tips for IVECO, and Expert Tip for Petronas.
- Model showcases with key technical specs, such as the IVECO X-WAY and the CASE 321G.
- Themed and seasonal content, from Petronas’s motorsport DNA to winter vehicle care.
Content that keeps professionals informed and keeps the brands active all year round.
02/
Art Direction & Visual Templates
Each brand received a system of templates that makes it recognizable at a glance.
- IVECO: large photos of vehicles on the road and in the workshop, and for IVECO Certified Pre-Owned, yellow tags on dark blue with the hashtag #BornToLast.
- Petronas: turquoise and green, digital graphics and imagery from the racetrack and nature, to convey technology and sustainability.
- Construction: blue backgrounds, technical lines and dynamic photos of machinery on the job site, for CASE, Sennebogen and Astra.
- A fixed position for the logo and message, so every post fits the feed of its brand.
Three worlds, three visual languages, one consistent level of quality.
Goals & Vision
Condellis Group now has a social media presence that matches its size and history.
- Brands that are instantly recognizable and speak to the right audience.
- Content that builds relationships with professionals beyond the sale, through advice and know-how.
- A template system ready to take on new models, new campaigns and new brands.
The goal is for the Group to remain, online too, the partner professionals trust for every route and every project.
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