Coates has launched a new brand platform developed by The Royals to shift perceptions of Coates from being just a hire company to a full-blown solutions company.
The latest integrated campaign from Coates is challenging perceptions for those who think Coates is just a hire company, and showing them that when it comes to providing solutions, Coates really can do it all.
Created by The Royals, ‘Coates. Equipped for anything’ is a fully integrated campaign with film (45”, 30” and 6 x 15”), radio, digital, and social. It’s the latest instalment in The Royals’ strategic repositioning of the brand as a solutions company, with a new brand platform, brand design, tagline and adapting the actual brand name to reflect this new position.
The film takes the iconic Coates portaloo and transforms it into a ‘Portal-loo’, which whisks a young bloke on his first day around all the different ways the company can help solve industrial problems.
By showcasing a day in the life of Coates, the film not only captures capabilities in traditional equipment hire but also that of end-to-end solutions, such as temporary works engineering, industrial shutdown management, and safety training. Targeting construction, infrastructure, mining, engineering, industrial and tradies, the campaign aims to position Coates as the end-to-end experts who can see and manage the big picture of construction.
Kylie Jones, group manager, marketing and brand at Coates, said: “Coates has been helping build Australia for the past 135 years and we are proud of our hire heritage. We’re not just Australia’s biggest equipment hire company – we also have extensive experience in temporary works engineering, industrial shutdown management and safety training. So we’re evolving the brand to position Coates as the end-to-end experts, equipped to take on any challenge. With this campaign and all the great strategic thinking from The Royals, we’re confident Australians will come to recognise the new Coates brand reflects our evolution from a hire company to a solutions company.”
Nick Cole and Pat Allenby, creatives on the campaign, said: “Coates wanted to prove that they do more than just hire out equipment – so we thought, what better way to show off what they’re all about, than by having two blokes ride around in a ‘Portal-loo’ together showcasing their solutions.”
Sebastian Vizor, ECD, The Royals, added: “Most know Coates as the leader of hiring out equipment from ‘dunnies to diggers’, but few know they’re actually involved in engineering and industrial solutions. So we leveraged these misconceptions and captured the moments of realisation that Coates can offer so much more.”
Creative Agency: The Royals
Production Company: Good Oil
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