Coates uses the magic of a ‘Portal-loo’ to show Aussies what it does in new work via The Royals
The latest integrated campaign from Coates via The Royals, is challenging perceptions for those who think Coates is just a hire company, and showing them that when it comes to providing solutions, Coates really can do it all.
‘Coates. Equipped for anything’ is a fully integrated campaign with film (45”, 30” and 6 x 15”), radio, digital, and social. It’s the latest instalment in The Royals’ strategic repositioning of the brand as a solutions company, with a new brand platform, brand design, tagline and adapting the actual brand name to reflect this new position.
The film takes the iconic Coates portaloo and transforms it into a ‘Portal-loo’, which whisks a young bloke on his first day around all the different ways the company can help solve industrial problems.
By showcasing a day in the life of Coates, the film not only captures capabilities in traditional equipment hire but also that of end-to-end solutions, such as temporary works engineering, industrial shutdown management, and safety training. Targeting construction, infrastructure, mining, engineering, industrial and tradies, the campaign aims to position Coates as the end-to-end experts who can see and manage the big picture of construction.
Says Kylie Jones, group manager, marketing and brand at Coates: “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.”
Says Nick Cole and Pat Allenby, creatives on the campaign: “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.”
Says Sebastian Vizor, ECD, The Royals: “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.”
PLAY THE DEWATERING SPOT
PLAY THE FORKLIFT SPOT
PLAY THE PLANNING MAINTENANCE SPOT
PLAY THE BIG TRUCK SPOT
PLAY THE CARPARK SPOT
Client: Coates
Creative Company: The Royals
Agency Producer: Meredyth Judd
Production Company: Good Oil
Director: Stuart Bowen
Producer: Catherine Warner
DOP: Aaron McLisky
Art Director: Loretta Cosgrove
The Editors: Laurence van Camp
VFX & Post Production: Blockhead
Sound TV: Electric Sheep
Kate Stenhouse – Executive Producer
Joe Mount – Senior Sound Designer
Sound Radio: Rumble Studios
Michael Gie – Executive Producer
Liam Annert – Senior Sound Designer
26 Comments
Epic. Well done
Very clean… ripper!! Message clear. Good one
Good one Mr Bowen.
Moved on from DDB?
Yeah, excellent campaign. Well done getting this done and made through lockdown.
Awesome.
Fun work, that will cut through, especially for this category!
Well done all.
Using the portaloo as a teleportation device is hilarious. Wanted to see more of that. Onya Royals.
This is bloody great. Brilliant to see some fresh stuff coming out of The Royals.
Who hasn’t stepped into a portaloo and come out somewhere else.
Great work, so nice to see a bit of fun in a category that could otherwise be really meh.
If you were going for engagement, you absolutely nailed it.
Well done Nick and Pat xxoo
The radio is top-notch
Should have called Coates Hire. Nice work.
The dynamic between them is pitch perfect. Not sure young mate looks like a Glenn though. Well done all.
Great work.
‘So we leveraged these misconceptions and captured the moments of realisation that Coates can offer so much more.”
By making an ad about returning a drill?
This is just the type of weird I like. Nice work S-Viz.
Nailed it!!!!
Absolutely lovely work. It’ll work too. Nice one Royals!
But let down by the execution. Heartbreaking.
A solution to a business problem, wrapped in creativity. This is the gold standard for what advertising should be. Well done.
This hits right, for agency and client side. Well written, well cast and well executed.
I can’t imagine Coates had millions of dollars to spend of production. Given the brand, this is a fantastic outcome. Genuinely keen to see what the Royals come out with next.
And to the inevitable “agency comment” comeback no, I’m a freelancer.
OMG – that is so good. Would love to work for Coates again!