Differentiation in a functionally driven market
International rental company Boels Rental is pioneering the B2B world with an emotionally driven positioning campaign that focuses on people, machines and challenges. The international campaign, with photography by Jaap Vliegenthart and the introduction of the new slogan “Boels keeps you going”, is the first visible result of the collaboration between Boels and Greenhouse.
Whether you work in construction, infrastructure or industry, things often don't go as planned. Because meeting deadlines is of great importance in all these sectors, work must always continue. And without hassle, because business customers today expect the same fast level of service and convenience as they are used to from the consumer market.
Innovative B2B strategy
Although emotional communication and the use of data have been common practices for B2C brands for years, few B2B companies dare to take this innovative step. Boels and Greenhouse do this and have joined forces to realize Boels' (inter)national ambitions.
European campaign 'Boels keeps you going'
The first phase of the new positioning campaign started on September 19. The combined online and data-driven out-of-home campaign was visible in many European countries with more than 1000+ billboards. For example, we added geo-targeting around depots in the Netherlands and Germany. The cinematic images, shot by photographer Jaap Vliegenthart, continuously show the combination of people, machines and challenges. Naturally, the new slogan “Boels Keeps You Going” is prominently present in all communications. Data-driven account-based marketing will also be launched at a later stage.
The new slogan is not only visible in a paid campaign, but will also be implemented to all layers and (own) communication tools of the Boels organization. In addition to an external campaign, a lot of attention was also paid to POS materials and an internal campaign, including a special introductory box for 5,000 employees in Europe.