A new positioning for Boels Rental

How Boels Rental pioneers in the B2B world with a positioning campaign that focuses on people, machines, and challenges instead of functional benefits.

Differentiation in a functional driven market 

International rental company Boels Rental pioneers in the B2B world with an emotionally driven positioning campaign that focuses on people, machines, and challenges. The international campaign, featuring 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, as business customers today expect the same fast service level and convenience as they are accustomed to from the consumer market. 

Boels is active in a competitive market driven by functional benefits. However, at Boels, we pay more attention to long-term partnerships and the human aspect. That's why we have found the sweet spot that is most relevant to the customer, fits our identity, and is distinctive in the market based on research into the motivations of our customers. Our can-do mentality thus comes back to the heart of our communication and brand.

Innovative B2B strategy 

Although emotional communication and the use of data have been common practice for B2C brands for years, few B2B companies dare to take this innovative step. Boels and Greenhouse, do so and have joined forces to realize Boels’ (inter)national ambitions. 

In B2B, there is often a lot of focus on short-term lead generation, while in B2B, nothing is as important as an emotional connection with your (future) customers. It is the combination of these two that ensures scalable short- and long-term business growth. Nevertheless, we still see too few B2B companies making this transformation. We are incredibly proud that Boels is taking on this pioneering role and embarking on a new innovative path with us.

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. Of course, the new slogan “Boels Keeps You Going” is prominently featured in all communications. In a later phase, data-driven account-based marketing will also be launched.

The new slogan is not only visible in a paid campaign but will also be extended to all layers and (owned) communication tools of the Boels organization. In addition to an external campaign, much attention has also been given to POS materials and an internal campaign, including a special introduction box for 5.000 employees in Europe.

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