Breaking through the noise
BNP Paribas Leasing Solutions is a major player in the B2B leasing sector.
The company wanted a distinctive and memorable creative platform, providing clarity of messaging within a busy and indistinct marketplace that’s dominated by corporate stock imagery. To support the new creative platform, we were also asked to build a content strategy that could be delivered across multiple sectors via appropriate channels.
Leasing Solutions’ audiences are a diverse group of B2B decision makers, from leasing brokers in construction, commercial vehicles and agriculture, to IT resellers, healthcare partners and equipment manufacturers for the food industry.
Customer insight revealed BNP Paribas as a provider that takes great care to understand individual customer requirements as well as the challenges of their specific markets.
From a position of strength, Leasing Solutions supports its customers with efficient systems and an expert in-house team. But it’s the personal attention, delivered via experienced and dedicated Account Managers, that sets the company apart from the competition. A customer quote perfectly captured this personal approach:
“BNP Paribas Leasing Solutions wins deals on relationships. They take the time to review individual proposals and look at things differently.”
We identified a market positioning built around relationships where effective partnering and teamwork are the platform that drives improved performance and better outcomes. We launched the campaign using active imagery that demonstrates support in action. Messaging was built on the campaign promise that better partnerships produce better results. Or, more succinctly, Performance through Partnership.
Initially rolled out to existing customers via email campaigns and direct mail, Performance through Partnership will become the platform for communications to customers and prospects across multiple sectors via social media and other digital networks.
Email open rates are currently averaging at an all-time high, between 60% and 70%. The creative has been positively received across all markets with Account Managers seeing the benefits of the visual cut-through.
Following launch, the sales and operations teams were asked for their feedback. Here are some of their comments:
“It communicates our true USP – the people”
“The campaign communicates our stability, and partnership approach”
“The images are powerful and provoking”
‘It’s original, bold and unique”
“Very different and impactful. Feels human, feels us”
“It’s not about Finance, it’s about partnering and fostering long-term relationships”
“Performance through Partnership has been well-received throughout our business and our partners have responded positively since launch. We love the visual impact that it provides and the insight-based messaging has helped cement partner relationships into the core of our positioning. We’re looking forward to rolling out the campaign to a wider audience throughout 2020.”
Lauren Goodfellow, Head of Marketing