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LOXAM FOR HALLOWEEN
Leverage mass media with the agility of social to drive standout impact within constrained budget parameters.
/Context
As the market leader in equipment rental for construction professionals, Loxam operates in an increasingly hyper-competitive landscape. Aggressive specialist rental players, the rise of online platforms, and sustained price pressure are reshaping the category — weakening brand loyalty and placing strain on relationships with tradespeople.
As the market leader in equipment rental for construction professionals, Loxam operates in an increasingly hyper-competitive landscape. Aggressive specialist rental players, the rise of online platforms, and sustained price pressure are reshaping the category — weakening brand loyalty and placing strain on relationships with tradespeople.
/Solution
Key calendar moments were leveraged as cultural entry points to humorously and playfully highlight the breadth of equipment available at Loxam year-round. Each activation reinforced the brand’s relevance beyond its core category moments, building memorability through wit and contextual resonance.
To extend impact beyond social, we implemented a “social-to-TV” amplification strategy — enabled by AI-driven production agility (four-week turnaround) and optimized production costs.
The films were strategically aired on Halloween, as well as in the days surrounding Christmas, across major national networks during peak audience slots — maximizing reach while ensuring media efficiency.
/Quote
“Beyond the quality of the TV spot, it was the collaboration that made the difference.”
“Beyond the quality of the TV spot, it was the collaboration that made the difference.”
Alexandre Fenoyl, Director of Operational Marketing, Communication and Sales at Loxam.
