OBJECTIVES
United Rental System is a network of 578 independent businesses offering vehicle hire across the UK.
Operating from over 800 locations and together offering more than 135,000 vehicles, the Licensees pride themselves on their reliability, friendly service and high levels of customer care.
The network is the largest of its type in the UK and has forged strong relationships with vehicle manufacturers, enabling members to provide the latest model cars and vans at the best prices.
Purpose Media was commissioned to produce a series of videos telling the stories of businesses within the group and showcasing some of the people who make those companies such a success.
United Rental Group also required event and video support for a major network conference.
STRATEGY
United Rental System is Britain’s biggest vehicle rental network, but it understands that its success is built on having the best local operators, who are trusted within the communities they serve.
Its 578 Licensees are all independent businesses – many of which have been run by several generations of the same family – who have chosen to join together with other companies who share their values to maximise knowledge, experience and relationships for the benefit of their customers.
“For many years our Licensees have offered a reliable, local and friendly service. You’ll always deal with real people at the counter and on the phone – people who care about your needs and always strive to provide the best service possible,” says United.
The network was keen to ensure this unique proposition was properly understood and celebrated both internally and externally and enlisted Purpose Media for assistance.
Following detailed discussions, our team recommended a series of documentary-style videos which would focus on individual businesses within the group, examine their histories within the communities where they are based and highlight some of the people who help make those companies special.
RESULTS
Four case study videos were produced, featuring businesses in Enfield, Reading, Conway and Edinburgh, to form a mini documentary series, entitled United Stories.
The process, from pre-production through to editing and final review, took four months, with two members of Purpose Media’s video team visiting each location, using the very latest 4K cameras and lighting equipment to achieve TV quality final outputs.
“Video is such a powerful story-telling tool because it allows us to reveal the human face of a business and the emotion which is invested into making those businesses successful,” explains Purpose Media Head of Video Alistair Bullock.
“We spent time before each shoot getting to really know each of the featured companies, understanding what makes them tick, their history and back story and why they do what they do.
“This allowed us to produce videos which celebrate each of those businesses for their individuality, whilst also subtly explaining how United is able to support in the background, providing owners with access to collective expertise and relationships and, ultimately, helping them offer an even greater service to customers.”
The videos were premiered at United Rental Systems’ Connect 25 conference – and were greeted with loud applause from the audience of Licensees and network partners.
The Purpose team also supported the event by producing design templates to ensure a sharp, professional appearance during presentations, creating branded assets which were displayed on conference screens during breaks and to produce a video highlights package.
“The client is absolutely delighted and now has a set of tools which it can use to powerfully demonstrate to audiences both internally and externally why the businesses within the United Rental System network are so special,” adds Alistair.
