Helsinki, Finland-based Ramirent won the European Rental Association Marketing Award for its strategic name change campaign from Bautas to Ramirent in Norway. Ramirent received the award at ERA’s convention in Amsterdam this week.

“Ratings show that it has been one of the most effective name-change campaigns in Norway ever,” said Ann-Kristin Ytreberg, Ramirent Norway’s marketing director. “In addition, it raised awareness about renting as a good alternative to owning equipment. Moreover, this was more than a promotional campaign, as it managed to involve and inspire all employees of the company. The energy from the campaign was also used to improve internal processes, which will have a long-term impact in raising the bar of quality at Ramirent and hopefully also within the equipment rental industry as a whole.”

Ramirent has more than 380 branches in 13 countries in Northern, Central and Eastern Europe, but only in Norway did it trade under a different name.

“While Bautas was a very strong brand in Norway, it was the only subsidiary of Ramirent with a separate brand and time had come for Bautas to join the rest of the family,” said Magnus Rosen, president and CEO of Ramirent. “Now we have the same brand in all our countries. The name change is a part of an extensive re-branding effort centrally in Ramirent, with increased focus on our company mission, vision, values and strategic direction. The Group is streamlining its different systems and processes, and as Norway generates about one fourth of the group’s sales, the change emphasized the willingness and enthusiasm around working and acting as one brand and company.”