About the client
Arval, a BNP Paribas Group company, is one of the major players in the car leasing market.
Thanks to its different services and business proposals, over time it became one of the field’s leader companies in Italy.
The aim of the client was to create brand awareness and educate SME users (freelance workers and small businesses) to Long Term Rental. The business concept was based on the main Value Proposition of the service, all maintenance costs were handled by the Brand. Inspired by Murphy’s Law, according to which “if one thing can go wrong, it will”, and the Swahili philosophy, Hakuna Matata, we devised: ZERO THOUGHTS.
The tone of voice of the communication was institutional, but less formal and more enjoyable to break the communication scheme typical of this field to introduce a modality which would be more in line with this type of consumer.
We have created a landing page towards which we could direct all communication activities. The main content of the landing page was a video that ironically explained all the benefits of being an Arval customer. Inside the landing page the user could sign up to receive more information about the service.