Kennards Hire aims to establish brand in NZ with new marketing push
Australian family-owned business Kennards Hire is looking to make its mark across the Tasman with the launch of a major marketing push aimed at capturing the “hearts and minds” of Kiwi families and small businesses.
Creative, produced by Sydney-based Kontented, includes two TV ads which focus on people starting new jobs, and compares that to Kennards Hires’ own efforts to establish the brand in New Zealand.
Although Kennards Hire entered the NZ market in 2012 with the acquisition of McEntee Hire, its brands remains largely unknown and has only recently expanded to the South Island.
“The catalyst to the campaign was knowing that we were opening in Christchurch. It felt like we were now a national brand having previously only been in the north island,” chief marketing officer Matt Hankin said.
The campaign, called Brand New Day, is designed to appeal to families and small business by promoting Kennards Hire’s own family heritage and its personal service.
While in Australia its marketing is designed to promote its “capability”, the Kiwi campaign will present itself as new option with a promise to be with customers “every step of the way”.
“We have been in Australia for almost 70 years but from a Kiwi perspective we are starting new,” Hankin said. “Brand New Day is the name of the campaign because from our point of view, and from the point of view of our customers, it’s an opportunity to come and try somebody new. And we hope that the positioning will really hit home.
“We want our core small tradie market to understand that we are a family owned business and here to support them no matter what.”
Kontented founder and executive director Kate Edwards said it was important to create a different positioning in New Zealand and not simply replicate its Australian messaging.
“The message in New Zealand is specifically relevant to Kiwis, as opposed to Australians. A lot of Australian brands fail at that,” she said, adding that it used Kennards Hire’s own staff in some of the scenes.
Edwards added that working in NZ required a different approach. “Kiwi creative is way better than Australia, way better,” she said. “They do a lot more for less and it’s much more thoughtful than the Australian yell and sell.”
Kennards Hire chief executive Allan Bessling described the hire market as “fragmented” with one dominant company but “many small players”.
“Kiwi creative is way better than Australia, way better,” she said. “They do a lot more for less and it’s much more thoughtful than the Australian yell and sell.” so where does this pile of unimaginative crap sit? In the middle of the ‘Ditch’.
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what crap
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