Making space for every audience
National Storage first approached Rowland to take an existing campaign to the next level. It soon became clear we could add much more value beyond an evolution — National Storage had a much bigger opportunity to reframe the entire self-storage category, positioning itself as a market leader in the process.
Rowland worked closely with the National Storage team to explore its own unique story, as well as craft a new story for storage that would resonate with all audiences — from home movers and renovators, to downsizers and apartment dwellers, from adventure-seekers to small business owners, and people making a fresh start.
The outcome was a central brand idea of Stored Potential — more than a must-have, more than a spring clean, more than a moment in time. It’s about positioning storage to help people appreciate what storage makes possible.
With storytelling at its core, the campaign relaunches National Storage to the Australian and New Zealand market via a considered and highly targeted multimedia campaign that extends across television screens, digital media and Out of Home media.
By tailoring the You see, We see message across applications, the campaign has the flexibility to speak direct to audiences, and is supported by a clear call to action: Make Space.
The concept at the heart of the campaign — You see storage. We see potential. — features scenarios and faces that are relatable across all National Storage audiences.
Services
- Campaign
- Brand
- Positioning
- Digital strategy
- Social media
As National Storage’s brand and creative partner, Rowland is managing and executing all elements of the campaign on behalf of the client, including television commercial production, Out of Home and digital campaign assets.