Coates Hire
Seizing upon an untapped resource of media space created by the equipment used in public spaces, on infrastructure projects and major construction works — we took ownership of a recognised and highly visible safety colour in orange.
Making orange synonymous with Coates Hire proved to be a master stroke, immediately heightening key brand metrics in awareness and recall.
Before & After
Increasing perceived value, recognition and recall by design
A -7.3 per cent sales decline, presented an opportunity to address customer insights surrounding brand name, position in market, offer and build a barrier to competition.
A major brand revitalisation program delivering a 20.2% sales increase in 2 years. The brand revitalisation broke with convention and rebuilt the brand from the inside out, rather than mass media in. Coates Hire has significantly increased top of mind awareness (by 331%), brand preference (by 252%) and grown market share (by 23%).