"We needed to be top of mind when key decision-makers were looking for support at the start of their projects - and nothing beats a jingle."
Coates has launched 'Why don’t you just Coates it?' an integrated campaign via ABEL.
The agency launched the new brand work for the equipment hire and solutions provider following a competitive pitch in 2023.
Sheridan Jones, group manager of marketing and communications, said Coates has been supporting Australian industry to deliver the country’s most complex projects since 1885.
"As we celebrate our 140th anniversary, we needed an impactful idea that refreshed our brand from the inside out, connected with our customers and community, and embedded Coates’ value proposition 'Equipped for anything'," Jones said.
"That meant finding a true strategic and creative partner like ABEL to help us unlock that challenge as an opportunity."
Through a rigorous strategic process and internal EVP development, it became clear that Coates is primarily known
for equipment hire.
ABEL's creative culture lead Nicholas Kelly said the agency wanted to give Coates something that genuinely connected them with their customers and community instead of a laundry list of products and solutions,
"We needed to be top of mind when key decision-makers were looking for support at the start of their projects - and nothing beats a jingle," Kelly said
ABEL, joining forces with Sonar, wrote and crafted a jingle that held the heritage of the brand, bringing a fresh and modern approach to it, and ‘Why Don’t You Just Coates It?’ was born.
ABEL creative and co-founder Simon Fowler said the ear-worm turns Coates into a verb synonymous with a single, memorable, catch-all solution.
"The jingle haunts anyone who hears it (in a good way). We wanted to make something that felt authentic to the brand and the talented team at Sonar have done an amazing job. We hope one day our kids will be singing our Coates song too," Fowler said.
Fowler's illustrations, showcasing the essence of Coates, were brought to life with the magical touch of director Steph Smith and Animator Jonathan Chong from Photoplay.
The national campaign has been rolled out across radio, OOH, social and film.
Credits:
Coates
Sheridan Jones, Group Manager - Marketing & Communications
Taylor Price, Head of Marketing and Brand
Vicki James, Marketing Coordinator
Dale Danilovic, Creative Lead
ABEL
Simon Fowler, Creative, Co-Founder
Nicole Jauncey, Creative, Co-Founder
Nicholas Kely, Creative Culture Lead
Phi lip Robbie, Creative Partner
Rachael Fraser, Strategy Partner
Emma Savile, Client Lead
Rose Flowers, Client Lead
Jessica Campbel, Senior Producer
Jennifer Fowler, Project Director
Production
Production, Photoplay
Director, Stef Smith
Producer/E.P, Florence Tourbier
DOP, Kieran Fowler
Illustrator, Simon Fowler
Animator, Dropbear / Jono Chong
Stills Photographer, Juli Bala
Stills Producer, Ross Colebatch
Retoucher, Elise Healy
Original Music Composition & Sound Post: Sonar Music
Media
Kaimera
Rocket
