Update:
- This project won “Best Brand Development Campaign” at the CIM Awards 2011.
- This project won first prize for “Service Sector – Business to Business” at the CIM Awards 2011.
All markets, all industries, all sectors are competitive. To “own” a space in that market which is unique to you is the ultimate goal for marketing. For Fleet Financial, this objective felt unrealistic. The market of car leasing agreements is a very standard offering, driven by price. Pierce Communications were tasked with finding a marketable differential. Our 360° brand audit, involved us speaking to internal staff, current customers, customers who opted for another provider and lapsed customers.
The customers agreed with Fleet Financial, it all feels a very “standard” offering. Nobody’s really focused on providing individuals within companies with a great driving and service experience. Armed with this, Fleet Financial set about making that happen. You may have seen our repositioning of Fleet Financial on billboards or in the press, “Extra comes as standard”