Doing the business so you can get on with yours

Trailparts man with arms folded

The challenge

Over the past 20+ years Trailequip had become the market leading provider of quality trailer components in New Zealand. Having grown organically with a focus on product development and innovation, Trailequip had created a stable of brand names under the Trailequip umbrella.  Trailequip was looking to launch into the Australian market but having grown organically with a focus on product innovation rather than brand and marketing the time had come to consolidate.

The solution

To take on Australia and reduce confusion around the suite of brand names under the Trailequip banner; a consolidation of brands and renaming of the parent-brand to Trailparts allowed a refined brand message to be used. With a new name, Trailparts could create a strong new brand platform. Not content with just a new logo, Trailparts were seeking an innovative way to grab attention and reinforce their positioning and that’s where the idea for ‘Trailparts Man’ was born. He’s memorable, he’s reliable and he is a strong brand icon that has relevance and cut-through. Trailparts Man personifies the brand message and positioning of “We do the business, so you can get on with yours”. Made up of trailer components, Trailparts Man is the perfect visual representation of the Trailparts brand.

To make the stepchange Trailparts were looking for, we created a digitally-led marketing strategy hinged on a strong website and multiple digital touchpoints to adapt customer behaviour to an online based approach for ordering, promotions and offers, and improving product knowledge.

The Trailequip brand has always been built on innovation, quality and service. A strong new brand platform enables them to tell their story and share more about who Trailparts is, and what the brand stands for.

What we did

  • Brand Strategy
  • Marketing Strategy
  • Graphic Design
  • Campaign Development
  • Web Development
  • Digital Marketing
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