United Rentals
Rebranding Campaign
Rebranding as 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.
What we did:
- Brand development
- Brand messaging
- Creative development
- Copywriting
- Script writing
- Website copy
- Brochure copy
Project Details:
- Projects: Launch Campaign, Print Ads, Video, Collateral, TV, Website, Microsites
- Agency: Lavidge
The Challenge
Customer research and stakeholder input echoed a constant refrain: that construction and infrastructure firms are under enormous pressure to complete projects safely, within budget and on time. Strategically, it was critical that United Rentals position itself as the provider of solutions…not just equipment.
This led to the campaign tagline:
You’re building the future. We’re here to help.
Creative Exploration
Foundational work explored how messaging and imagery could capture the challenges on the work site and embrace a “get it done” attitude.
The Launch
After the creative exploration phase, a full-scale creative campaign was developed and launched, which included ads, website, sales material, micro sites and videos and tv spots.
The ad campaign
The Result
United Rentals acquisition of RSC Holdings, the largest merger in rental equipment history, increased their footprint making it the largest of its kind in North America. The rebrand campaign launch across media supported this effort.