Equipped for anything

Coates has launched a new brand platform developed by The Royals to shift perceptions of Coates from being just a hire company to an end-to-end solutions company.

By showcasing a day in the life of Coates – capturing capabilities in end-to-end solutions which includes its traditional equipment hire as well as specialists services such as temporary works engineering, industrial shutdown management, safety training and technology. This latest integrated campaign from Coates helps challenge perceptions for those that may think it’s just a hire company, and instead, 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, 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. 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.

“Coates has been helping build Australia for the past 136 years and we are proud of our heritage,” Kylie Jones, group manager, marketing and brand at Coates, said. “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.”

“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,” Sebastian Vizor, The Royals, said. “We have leveraged these misconceptions and captured the moments of realisation that Coates can do so much more.”