LOOK AGAIN at renting

Strategy

Research showed that customers were far more excited by the innovation and research they were undertaking than by the test and measurement equipment itself. To change perceptions, the campaign needed a creative approach that would cut through this apathy and make the audience look at renting differently.

With much of the sales process happening through face-to-face meetings and trade shows, the campaign also had to work across physical and digital touchpoints, while remaining consistent across multiple languages and markets.

Internal buy-in was just as important. The campaign was first teased to the Electro Rent team through internal promotions, building excitement around the “Look again” idea before it went live externally.

Creative

The campaign centred on “Look again” – a simple, global line designed to challenge established buying habits and encourage audiences to reconsider renting over buying.

A distinctive dot-based visual device played with perspective across digital and physical executions. In animated formats, the dots shifted to reveal imagery, while in person the creative changed depending on the viewer’s position – making the audience literally look again.

Rather than focusing on the equipment itself, photography showcased the innovations and research the audience was enabling across each market. This brought the campaign idea to life while connecting with what customers genuinely cared about.

All executions worked within Electro Rent’s global brand guidelines, creating a campaign that felt distinctive while remaining recognisably part of the brand.