Toyota Fleet Management
Updating the Branding and Strategy for Toyota Fleet Management's Novated Leasing Product
Brief
Toyota Fleet Management (TFM) approached Razorfish to revamp the branding and strategy behind their Novated Leasing product offering. The Novated Leasing market had grown increasingly competitive, and TFM needed a new brand marketing strategy to differentiate their services and drive engagement.
Background
Razorfish was tasked with creating a new brand strategy for TFM’s Novated Leasing offering, supported by updated marketing guidelines and creative collateral.
35%
Increase in online orders 2023
Solution
Over an 18 month period, Razorfish worked alongside TFM to deliver on:
A whole new brand marketing strategy for the Novated Leasing product offering
A robust set of marketing guidelines
Collateral updates including application forms, flyers, FAQ documents, enquiry forms, event signage, tablecloths, posters, intranet banners and leasing guide.
3x quarterly campaigns with campaigns becoming part of quarterly BAU
The refreshed brand marketing strategy successfully repositioned Novated Leasing as a key offering within Toyota Fleet Management’s portfolio. Feedback from the team has indicated that Razorfish’s efforts had "got the team excited again about Novated Leasing," highlighting the positive impact of the new strategy and collateral.
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