Launching a new online consumer marketplace

The Brief

ContractHireAndLeasing was the UK’s largest online consumer marketplace for vehicle leasing. With the new domain name leasing.com already under their belts, they came to us to help them execute a complete strategic overhaul of not just their brand but their entire business. The asked us to help them convey the simplicity, ease and confidence with which consumers could lease a car through their platform—widening its appeal to anyone who was looking for a new car, not just those considering leasing.

The Work

We conducted a series of workshops with the ContractHireAndLeasing team to define the vision mission and brand promise for leasing.com, combining our learnings with insight from focus groups and the client’s own YouGov research into car finance preferences to develop five core brand values: simplicity, transparency, inclusivity, progress and ownership.

The values informed an inclusive, contemporary look with a vibrant colour palette designed to set leasing.com apart from its competitors. Alongside insight from a comprehensive audience segmentation, we applied the values to the full suite of assets we developed for the brand, which included an entirely new website, a TV spot, radio, OOH and DOOH billboards, online ‘explainer film’ animations, social carousels and photography.

The Impact

The campaign launched on February 1st, but already leasing.com has seen a 30% increase in direct website traffic as a result of the rebrand, with universally positive feedback from advertisers and consumers alike.

Our brand values have also helped this small and rapidly-growing technology business to change the way they approach partnerships, opening doors to manufacturers and dealers that they had been previously unable to engage.

“We knew we were looking for an agency who could be a genuine partner, one of the team, and we knew that we’d found that in you guys.”

Paul Harrison,
Head of Strategic Partnerships, Leasing.com