United Rentals is launching a new brand campaign, titled “A Better Worksite is Here,” that shines a light on improving worksite efficiency across construction, industrial and infrastructure projects throughout North America.
As part of the program, United Rentals has created an immersive website experience - www.ABetterWorksite.com - that explores new ways in improving performance on the worksite with equipment, data, safety and expertise. The site addresses topics such as fleet utilization, specialty solutions, tech innovations and worksite management.
The website 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. Among the projects are Chicago offering 30 acres of city-owned vacant land for solar development, a new stormwater facility in Spokane, the Nashville Yards development and more.
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. The opportunity to demonstrate there is a better way to work is what inspired the United Rentals initiative.
The first film of the integrated campaign is called “Idle” <film link> and showcases, through a montage, what happens to equipment when it sits idle through a beautiful montage.
The integrated campaign brings to life United Rentals’ role as a partner in improving performance on the worksite with equipment, data, safety and expertise.
Overview: 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, 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.
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 U.S. and Canada.
The campaign drives audiences to an immersive website experience - www.ABetterWorksite.com - 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 US and Canada and what it will take to complete them.
“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,” said Chris Hummel, chief marketing officer, United Rentals. “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.”
“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,” added Ray Del Savio, executive creative director, Droga5. “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,” <film link> showcases what happens to equipment when it sits idle through a picturesque montage. The film, directed by Rob Leggatt from Knucklehead, highlights opportunities for customers to improve worksites, reflecting the everyday beauty often overlooked on worksites.
To explore more elements of the campaign, visit www.ABetterWorksite.com.