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The Royals Show Tradies That Coates Hire Can Make It Happen, Whatever They ‘Needa'

Creative 119 Add to collection

A seasoned tradie and his apprentice face multiple on-the-job challenges in integrated campaign for Coates Hire

The Royals Show Tradies That Coates Hire Can Make It Happen, Whatever They ‘Needa'

A breaking campaign for Coates Hire positions the equipment hire company as tradies’ secret weapon when faced with challenges that call for different tools.

Starring fictional tradie Todd and his eager apprentice Benno, the campaign is the first from The Royals since winning the Coates Hire account at the end of 2019.

Titled 'When you needa…', it includes TV, digital video, social, out-of-home, radio and sponsorship of the AFL and Supercars Championships, both of which kick off in March.

Focusing on the moment when tradies realise they’re going to ‘need a’ tool they haven’t got to make the job happen, the campaign shows Todd and Benno in a variety of scenarios where the task at hand escalates. From burst pipes and crumbling walls to jackhammers not up to the job, Todd and Benno remain unfazed because they know that whether they 'needa' jackhammer or 'needa' scissor lift, Coates Hire can make it happen.


The aim of the campaign is to position Coates Hire as the secret weapon of tradies – whenever they 'needa' tool.

Kylie Jones, group manager, marketing and communications at Coates Hire, said: “Our audience of tradies and small business owners is savvy, resourceful and no nonsense. We think this campaign perfectly – and humorously – captures how quickly things can change on a work site and how Coates Hire can help. We’re excited to be working closely with The Royals to generate new interest in our brand as we continue to grow. This is just the beginning.”

The Royals deputy ECD Sebastian Vizor added: “It was a joy creating this work with Coates Hire; like good old-fashioned skits, the beauty is in the simplicity in both message and execution. Reckon Todd and Benno have a long future ahead of them.”


The Royals will continue to work with Coates Hire on varying projects from brand strategy through to execution.


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Client: Coates Hire

Creative Agency: The Royals

Production Company: Rabbit

Director: Owen Trevor

Post Production: Blockhead

Sound: Squeak E Clean Studios

The Royals, Tue, 25 Feb 2020 23:40:44 GMT