Managing a jobsite is overwhelming for site managers and foremen in the construction industry. You have to keep hundreds of workers safe from serious injury or worse. And you have to keep hundreds of pieces of equipment moving in perfect unison just to make a profit.

Idle equipment accounts for 30% profit loss in all construction jobs. So United Rentals, America’s largest equipment rental provider, was determined to provide unprecedented visibility into jobsite management to help its customers be safer and more efficient.

UR Digital Tool Belt Cannes 2022 Cannes Final
We collaborated to turn data into the most powerful tool in the construction industry, creating a tool that transformed an analog fleet management workflow into a streamlined data-fueled, digital choreography.

Paul Maddison

Director of Digital Product and Innovation, United Rentals

The construction industry is stuck in the analog dark ages. You can only see the equipment and crew members standing in front of you. Jobsite manager faced multiple challenges, including:

  • Tracking a fleet of equipment across multiple sites and making sure nothing is sitting idle and losing money
  • Wrangling dozens of operators to make sure the right person is certified to operate the right piece of equipment
  • Keeping hundreds of workers safe from serious injury, or worse

United Rentals, the world's largest construction equipment rental company, asked us to help make the construction industry safer and more efficient.

We set out to transform how work was done on the jobsite and make customers’ jobs easier — with digital tools that were as intuitive as the hammer in their toolbelt.

We implemented improvements to the e-commerce experience and added equipment maintenance to both UnitedRentals.com and the United Rentals app.

We also created a system of evergreen content and used a mix of performance content and robust SEO to drive traffic to the site.

On top of that, we leveraged paid media and United Rentals’ social channels to increase overall reach of the new content and to elevate United Rentals in the minds of their target audiences.

In just 12 months our "Digital Toolbelt" campaign:

  • Increased digital revenue by 66% YOY
  • Increased sleep efficiency by 30%, which grew U.S. worksite profits
  • Decreased equipment related accidents by 27% thanks to digital driver training and certification

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2021 Cannes Lion

2021 Cannes Lion

Creative Business Transformation

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