What happens when you leave a huge piece of construction equipment sitting idle? Well, sometimes it turns into a cow’s back scratcher. It’s this kind of equipment underutilization that United Rentals Inc., the world’s largest equipment-rental company, seeks to highlight in its new B2B campaign created in partnership with Droga5.
The campaign, titled “A Better Worksite is Here,” shines a light on improving worksite efficiency across construction, industrial and infrastructure projects throughout North America. The full 360 campaign components include TV, immersive content, contextual OOH and targeted digital.
North American infrastructure is in dire need of repair, yet most projects blow through their budgets and timelines. Similarly, equipment is often underutilized and sits idle on construction and industrial worksites, another sign of the efficiency opportunity available industry wide. Waste isn’t just the norm; it’s often expected. And it’s an opportunity to prove there is a better way to work, which inspired the United Rentals campaign.
To help people see these inefficiencies in the real world, the United Rentals campaign is launching with hyper-contextual OOH and geo-targeted digital creative surrounding significant infrastructure projects across the United States and Canada.
The campaign drives audiences to an immersive website experience that explores how new ways of applying intelligent equipment, data and expertise can tackle worksite inefficiency. It also features summaries about more than 50 of the largest, real-world infrastructure projects in the United States and Canada and what it will take to complete them.
Chris Hummel, CMO, United Rentals, said: “We enlisted Droga5 because we believe creativity is a critical component in connecting with our customers, who live in the real world and respond to a more human approach. We want the campaign to resonate with them by tapping into real industry issues while also ensuring we’re inserting a differentiated message into the marketplace.”
Ray Del Savio, Executive Creative Director, Droga5, added: “We have been excited about our partnership with United Rentals since the onset because they have the appetite and ambition to take a traditional B2B message and bring it to life in a unique and creative way. The first round of work highlights all the solutions United Rentals offers their customers and that by combining equipment, data, safety and expertise United Rentals can help the industry transform the way works get done.”
The first film of the integrated campaign, “Idle,” showcases what happens to equipment when it sits idle through a beautiful montage. The film, directed by Rob Leggatt from Knucklehead, highlights opportunities for customers to improve worksites, reflecting the everyday beauty often overlooked on worksites.