National Storage delivers first-ever brand campaign
National Storage has unveiled its debut brand campaign, Make Space, encouraging Australians to create room for the important people and things in their lives.
The announcement:
National Storage has unveiled their first-ever brand campaign, encouraging Australians to Make Space for the important people and things in their lives.
Led by a movie trailer style commercial, the creative tells the stories of ‘The Space Makers’ through an ensemble cast spanning a range of ages and life stages.
Set in idyllic suburban surrounds of the aptly named Packington Heights, the Make Space creative re-imagines the concept of storage through the eyes of its characters including a young single woman, adventuring family, budding entrepreneur, soon-to-be-parents and a downsizer with his canine companion.
Each of the Space Makers are explored across a range of formats, with the campaign spanning linear TV, on demand, paid digital, social and OOH.
Make Space is also set for broader integration across National Storage’s sponsorship portfolio, with additional amplification into NRL and AFL programming through the finals series.
Speaking to the launch of Make Space, National Storage managing director Andrew Catsoulis said; “We are excited to launch our new, industry-leading brand campaign and bring storage to life, relating to everyday people’s growing need to make space in their busy homes and lives.”
As Australia and New Zealand’s largest self-storage operator, the Make Space brand campaign marks a step change for the category through its use of storytelling to highlight the problem and solution for renovators, growing families, business owners, downsizers and hobbyists.
The campaign is the first major execution of National Storage’s refreshed brand strategy which was developed by strategic communication and creative agency, Rowland.
Rowland enlisted award-winning director Jennine Heymer to execute on the campaign creative resulting in a suite of one-minute and 30-second videos, as well as short-form cutdowns suitable for various linear and digital formats.
National Storage appointed Rowland in early 2024 and the two Brisbane-based companies have been working together since to activate the strategy across all platforms and position the brand beyond function and necessity, shifting to a more choice and lifestyle focus.
It’s an approach that is attracting interest online with customers engaging with the brand in new ways via a dedicated Make Space microsite that is generating increased sales and enquiry.
The National Storage Make Space campaign is airing across Australia and New Zealand now until mid-October, with additional activity planned to extend the campaign in the future.
Campaign Credits
Client: Shade Eley, Head of Operations & Joel Milligan, General Manager Marketing & Growth, National Storage
Director: Jennine Heymer
Production: Lucy Ratz
Creative Direction: Suzanne Collins, Rowland & Vanessa Ingram, National Storage
Project Management: Prue Gillespie, Rowland
Creative & Strategy: Rowland
Stills Photography: Josh Kelly
Media Agency: Wavemaker
Digital Agency: MiQ
Source: Rowland
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