Enigma launches third instalment of Kennards’ Ken Oath campaign

Enigma - Kennards Hire

Jack Mason: “The campaign keeps all the fun and likeable sentiments of the previous campaigns but really places the customer at the heart of the story.”

Enigma has launched the third instalment of its ‘Ken Oath’ multi-channel campaign series for Kennards Hire.

The agency tapped into the feeling customers get when a job is made easy, using relatable characters and larrikin humour from previous campaigns. “Get the Ken Oath feeling,” the voiceover says.

The independent agency’s campaign first launched in 2020, followed by a 2022 campaign that went behind-the-scenes as a group of ‘Kens’ were inducted with the ‘Ken Oath’ customer service promise. The latest work reinforces that customer service commitment.

Jack Mason, Enigma’s managing director, said that the team wanted to emphasise the customer benefit of using Kennards Hire and showcase the satisfaction that comes from a job well done.

“We wanted to tap into Kennards Hire’s diverse customer base—from large-scale infrastructure development to DIY projects—and dive deeper into the brand promise of ‘Kennards Hire Makes Your Job Easy.’ The campaign keeps all the fun and likeable sentiments of the previous campaigns but really places the customer at the heart of the story.

“Our creative team has thoroughly enjoyed the opportunity to build on the success of the previous campaigns and continue to build meaning around the Ken Oath promise.”

Kennards Hire TVC

The campaign is part of Enigma’s long-term partnership with the Kennards Hire team and also pays homage to the long-standing Kennards Hire brand, which was established in the 1940s. It is now the largest family-owned equipment hire business in Australia and New Zealand, with more than 200 sites and 1,900 staff.

Manelle Merhi, Kennards Hire’s general manager marketing and customer experience, said: “While previous ‘Ken Oath’ campaigns spoke to our core audiences, this campaign – the third instalment of ‘Ken Oath’ – celebrates our commitment to delivering exceptional customer experiences to all of our audiences, from DIY to trade, commercial – and their customers.

“During the creative process, we knew our trade and commercial customers have clients they deliver projects for, who rely on quality service and equipment.

“Enigma helped bring to life our brand promise, ‘Make Your Job Easy’, for not only our customers, but our customers’ customers, without losing any of the likeability and fun nature of the brand which has resonated with our customers so well in previous campaigns.”

The campaign is now live across broadcast, digital, transport and social channels in Australia and New Zealand.


Client: Kennards Hire
Creative agency: Enigma
Media agency, Australia & New Zealand: Hatched
PR: Herd MSL
Director: Grantley Smith
Producer: Alan Robinson
DOP: Jason White
Gaffer: Matt Willis
Grip: Paul Micallef
Art Director: Jamie Morris
Stylist: Suzanne King
Stills: Paul K Robbins
Offline edit: Mark Bennett
Online: White Chocolate
Audio: RanRun

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