Collaborative innovation: Sandvik’s DD422i Dual Control ‘Jumbo’ Drill and Byrnecut’s underground expertise
Sandvik recently developed a new drilling unit, the DD422i Dual Control “Jumbo” Drill, for use predominantly in underground mining. What made this project so significant was that the new jumbo had been developed in conjunction with the people who actually use them, in this case Byrnecut, one of Australia’s major underground drilling contractors.
Highlighting the gold mining landscape in Western Australia
Because of HardHat Media’s experience in the industry, and with making such videos in difficult situations, Sandvik appointed us to develop a promotional video for them to be used internationally. Of course the video also showcased the Western Australian gold mining industry.
On site in the outback
After interviewing some of Byrnecut & Sandvik’s key people here in the Perth office, two people from HardHat media flew out to the Jundee mine site, near Wiluna in Western Australia, where the client had arranged for three people on-site to be interviewed to explain different parts about the development of the new drill. Of course, things never go quite the way they are planned, and when we arrived at the site, we found that none of the three interviewees were actually on the site! Fortunately – and again, because of our knowledge of the industry – we knew enough about the project and the capability of the new machinery that we were able to find people who knew about the new jumbo drill. From there, we could prompt them to tell us more-or-less what we wanted to hear – the salient points about the DD421i – to include in the video.
An international marketing success!
The result was a very successful video which Sandvik is using for their international marketing. And more significantly, we were able to make the entire video using cuts from the interviews on-site, without the need for any voiceover.
The Jundee minesite began as three separate, opencut mines, but has long since developed into a complex underground mining operation. Much of the footage in our video was filmed at about a thousand meters underground, in the working mine. For Brendon, with his background as a geologist, this was fairly routine and quite enjoyable; not so for Sam, however, who found the underground experience a little daunting. Of course, Sam later was quick to say he was looking forward to doing it again.
Navigating cultural bridges – the “Aussie Accent Challenge”
One other item of note Sandvik’s head office is in Finland, and when we sent them the videos with the interviews, they had great difficulty in understanding the Aussie accents, which is why we had to include captions on the video!