Rebranding a market leader to drive sales and grow customer base
After a major acquisition, this leading construction equipment rental company re-evaluated its branding and messaging in light of its new position as the rental industry's largest company in North America. The goal was to connect with current and new customers to create a unified presence and service offering that supported their day-to-day needs.
Pitching the account
Spec work explored how messaging and imagery could communicate a new direction for their brand that would focus on the needs and pain points of their customers.
The final ad campaign
After winning the account, a full-scale creative campaign was developed and launched, which included ads, website, sales material, microsites, service videos and tv spots.