Mitsubishi Forklift Trucks

When Mitsubishi Forklift Trucks acquired the well known Unicarriers forklift business in the UK, we were asked to create a brand film and three social media videos to announce the transition.

With Unicarriers heritage as a family business extending to over 50 years, the challenge was to create campaign messaging, a narrative and tools for the sales team to reassure its loyal customer base built with superb, direct customer service.

The core concept was that customers would see Unicarriers change from grey to green, not only through the greener credentials of an expanded electric product range, but also as the forklifts would visually change from grey to Mitsubishi jewel green.

The same Unicarriers team would remain but would be supported by the power of the global Mitsubishi brand. For example this gives the advantage that breakdowns can be fixed first time in 95% of cases, with standardised parts carried on Mitsubishi’s service vans.

The brand film was used on the client’s website and by the sales team in direct meetings with current and potential clients. Three video edits were launched on social media. The “Grey Becomes Green” strapline and illustrations were rolled out across UK online and print advertising.

• Branding
• Brand development
• Brand story and scripting
• Rebrand launch video
• Social media campaign