Coates uses a portal-loo to show it’s not just a hire company

Coates has launched its latest campaign via The Royals, launching its new brand platform: ‘Coates. Equipped for everything’.

The campaign seeks to show Coates as not only a hire company but a solutions company as well.

In the 45 second-spot, a “portal-loo” teleports a new Coates employee to show some of the services Coates offers: from temporary works engineering to industrial shutdown management and to safety training.

Coates group manager, marketing and brand, Kylie Jones, said: “Coates has been helping build Australia for the past 135 years and we are proud of our hire heritage. 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.”

The Royals’ creatives Nick Cole and Pat Allenby said: “Coates wanted to prove that they do more than just hire out equipment – so we thought, what better way to show off what they’re all about, than by having two blokes ride around in a ‘Portal-loo’ together showcasing their solutions.”

The Royals’ executive creative director Sebastian Vizor commented: “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. So we leveraged these misconceptions and captured the moments of realisation that Coates can offer so much more.”

The campaign will be on TV, radio, digital, and social.

The campaign also has 15-second spots, as seen below.


Client: Coates

Creative Agency: The Royals

Production Company: Good Oil

Media: Awaken


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