We are the leading long-term car rental agency in Italy, part of the French banking group BNP Paribas (BNL, Findomestic, BNP, etc).
What we offer to our customers is a mobility management service (auto and/or commercial vehicles): the client chooses their ideal auto (color, options, settings, etc.) and Arval takes care of all issues related to the operation and maintenance of the vehicle (registration, home delivery and collection of car, road tax, insurance, servicing, maintenance, tire changes, replacement cars, etc) for a duration (from about 2 to 4 years) and a defined set mileage. When the customer brings the car in for revisions or needs assistance, they may call the Arval contact center that will take care of any problems (toll-free number available 24/7).
The advantages are: cost savings in the total management of the vehicle, cost planning (the monthly fee is always the same), tax requirements equal to those of leasing (part of the fee and the VAT will be deducted), no problems - no matter what happens to the vehicle (ensuring the continued mobilization of our customers), time savings.
Our customers are: large international groups with an extensive fleet of vehicles, mid-sized and large Italian businesses, public administration, professionals/small businesses, each with their own needs and dynamics. Currently individuals are not included in the target and therefore we provide a B2B service.
Considering, however, only the target of professionals/small businesses, today we operate mostly directly (through web and direct marketing to generate demand and telephone/mail for commercial negotiation, documentation and contracts) and indirectly (through auto dealers and promoters/banks selling in the territory of the Arval rentals) and we note how the logic of choice and purchase is from a “consumer” perspective.
Several studies show us that this target considers (caused in part by scarce knowledge of the service) the long-term rental:
- as an expensive form of a “particular” leasing (Clients often do not consider that the rental fee includes everything, while the lease does not. See site www.arval.it for studies and comparisons)
- a service for those with particular requirements (but not for everybody)
- a service, however, in which the vehicle is not owned; this should be seen as a value because one does not have to think of the resale of the used vehicle, but in reality, it is a negative point (at the termination of the rental contract, it is possible to ask for a quote and purchase the vehicle, while through leasing, what the price will be at the end of the contract in 3/4 years is already known today.)
- on an emotional level, low empathy, low involvement (leasing is more euphoric and ownership is more reassuring)
The ideal long-term rental for this target is:
- convenient in comparison to other forms of mobility (savings vs lease or purchase)
- flexible (make, model, length of contract, kilometers, services)
- simple
- creates a warmer relationship with the customer
- resolves all problems related to the car (always at your service)
From a psycholinguistic analysis, the brand emerges as Arval:
- dominant (in the naming we always find the “great bank”)
- active protection of the customer
- “guardian”
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
To better respond to the professionals/small businesses target and to the requirements described above, we want to create an ad hoc business unit within Arval (see current brand guidelines attached).
We ask the creators of the BRAND NAMING of this new unit (only the name without graphics, considering the current guidelines attached).
This group must maintain the Arval brand (despite the limited awareness of Arval, we believe we can rely on what we've accomplished so far in terms of communication and culture of long-term rental) to which will eventually be added an element which can better characterize the new group with the following objectives:
- differentiate it from Arval
- make the brand more “consumer oriented”
- incorporate some positive elements of the ideal long term rental into the brand name (see also Step 6: character of the brand)
- be successful in different channels in which we operate (direct telephone sales and/or sale through dealers/promoters/banks)
Preferably a name that can also be used outside of Italy (mainly France and Spain) and which is simple and immediately memorized/read/understood
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
Men and women 25-60 (women are a very attractive target because they have a special relationship with their vehicles and are not given particular consideration by insurance companies and auto makers) who use the car for work. They represent professionals (lawyers, doctors, architects, brokers, artisans, professionals in general) and small businesses located throughout the country. They want to focus on their core business (time is a scarce resource). They are modern, sensitive to innovation and are more advanced and open to the use of financial instruments.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
We want to push our target (professionals/small businesses) to choose our services and solutions because they are in line with what our potential customers are looking for. We want them to recognize the values of the Arval brand of today within the new brand name (93% satisfied by the “customer satisfaction” research performed by TNS, today representing the number one operator in the sector) but also something more in line with their needs and ideals of long-term rental. We also want to highlight the differences between the new brand and Arval.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
The new business unit represents the answer to all the needs of the target group (professionals/small businesses) in terms of products, quality of service, customer and vehicle operator care (often there are clients with more than one rental car, so care for the client but also for those who have the vehicle at their disposition to perform their job). It should incorporate a range of values that allow one to truly appreciate the service provided to the target (today the service is still too focused upon larger companies with numerous fleets and less appreciated by customers of smaller dimensions and different business methods). Rental boasts many advantages over leasing or purchasing for those who make professional use of the vehicle (this is still not recognized by a part of the target group for a lack of awareness of the service and previous use of leasing formulas.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
Simple, friendly, fast, accurate, reliable, proactive, accessible, the experts in mobility solutions best for professionals/small business, innovative, smart, that is with you wherever you may go.
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
New brand to be used in each destination/declination: web, adv, printed materials about our partners (auto dealers, developers, banks). Once the name is chosen, the graphic guidelines will be defined (consistent with existing brands Arval/BNP).
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
We want to differentiate ourselves from the traditional Arval brand (which will remain for the rest of the market) and incorporate its values and elements that allow us to communicate in a new and “closer” manner to the target set. The brand name will also be the start of a new form of communication (see attached 2010 press campaign for small targets) that must maintain the same values of the brand.
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
