Klant
Boels
Christmas
online store
strategy
end-of-year gift
multinational
Building Boels’ brand, one gift at a time
Boels Rental isn’t exactly the type of company where you expect ‘cute’ gifts. Europe’s market leader in equipment rentals revolves around a world of heavy machinery, dust, deadlines and a do-mentality. Yet every year, Boels wants to say a genuine thank you to its retailers and customers across Europe in a way that feels true to the brand: bold, practical and unmistakably Boels. Not with one generic gift, but with a segment-based year-end gifting programme that reflects the value of each relationship.
Want to work together to create a memorable end-of-year gift?
From generic thank-you to segmented brand experience
Boels asked us to define their year-end gifts around three key principles: relevance per segment, strong brand fit and real everyday use. A-clients needed a premium gesture with stopping power. B-clients deserved something playful and interactive. C-clients: low-threshold, likeable giveaways that could be shared across construction teams. All while staying true to Boels’ identity: tough, recognisable, constructive and hands-on. The result? Not a single campaign gift, but a layered gifting strategy that turned ‘thank you’ into a brand experience.
Turning Boels’ iconic machines into custom merchandise
We took what Boels is known for - high quality construction machines and equipment - and used that as the creative spine for their gifts. Over the years, this led to a family of fully custom-made items: from a wine box shaped like a scissor lift to a mobile phone stand and charger in the shape of a Boels forklift. For B-clients, an advent calendar which invites customers to build mini Boels machines day by day, combining fun, creativity and 24 days of daily brand exposure. C-clients received branded sweets in miniature metal containers and custom designed snack pouches in iconic Boels orange - simple, cheerful, instantly recognisable. Different shapes, different functions, but one clear visual language: Boels, front and centre.
Making complex production and EU-wide logistics look easy
Behind the scenes, the Boels gifting programme was all about effective coordination. Each concept required its own moulds, prototyping and technical testing. Add tight year-end deadlines, stock management and multi-country and multi-brand deliveries across Europe, and you’ve got a high-pressure operation. Exactly the kind of puzzle we like to solve. This means we handled the full process - from creative development and sampling to production and logistics - ensuring every customer segment received the right gift, in the right place, at the right time.
End of year gifts that keeps the Boels brand top-of-mind
The impact? Premium clients received gifts with real wow-factor and high perceived value. The advent calendar turned December into a daily touchpoint with the Boels brand. And the more accessible concepts created light-hearted, shareable moments in offices and on sites across Europe. Together, the gifts form a year-end ritual that doesn’t just say appreciation. It quietly keeps the Boels brand on the desk, on the workbench and in the minds of its customers, long after the holidays are over.
We know the Center Parc's brand identity like our own and can help develop merchandise items specifically for you country/region.