ACUG
Research | Brand | Creative & Design | Marketing
ACUG is a container unloading contract company with a presence in Brisbane, Sydney, Melbourne, Adelaide and Perth. In addition to container unloading, they provide a range of related services.
The Opportunity
Operationally, each state had run autonomously, but with larger corporate clients coming on board, there was a need to crystallise operations into a cohesive offer and align each state so that ACUG would be perceived as a truly national brand. ACUG has several explicit attributes that provide it with a clear competitive advantage, and it wanted to maximise these to demonstrate to prospective clients that the ACUG offer was superior to the competition.
The Objective
Container unloading is a highly specialised activity undertaken by people with specific training in both unloading and safety aspects. Clients regard it as unskilled ‘piecework’, and potential employees view the work as hard, dirty, dangerous and low-paid. Nearly everything we consume in Australia arrives via a container which needs to be unloaded quickly and efficiently for further distribution. Container unloading is a critical industry. It can facilitate smooth and effective logistics operations and save costs. It was important to educate clients about the essential nature of professional container unloading services in their supply chain. On the employee side, we need to present container unloading as a flexible, well-rewarded employment option that allows you to get fit as you work.
The Brief
Create a brand that will position ACUG as a professional logistics company for potential clients that can provide a seamless service experience regardless of location.
The Strategy
After speaking to employees and clients, we undertook a detailed competitive analysis. From the information we accumulated, we identified several areas where ACUG had clear superiority over their competitors. A compelling value proposition and positioning were developed as part of a larger brand project and a new, engaging brand identity and website. All brand assets were updated, and a communications plan was implemented.
The Response
Through consistency of message, appearance and language, ACUG is now considered a truly national company. Those unique attributes uncovered during the diagnostic phase have been leveraged, and there is increased interest from international and national entities in ACUG’s services.
