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After winning mobile-based car rental agency Virtuo in a pitch this past May, independent Parisian agency 84.Paris is excited to launch the application’s new communication strategy. The app, a revolutionary car rental start-up that allows users to reserve and access their car conveniently by phone, is highly acclaimed by users and an Editor’s Pick in the Apple Store. For the new brand platform, 84.Paris came up with a series of digital activations that highlight the fact that Virtuo is more than just a service - it’s the starting point for adventure.
A new generation of car rental
In rethinking Virtuo’s brand platform, the teams at 84.Paris chose to go beyond the brand’s impeccable service and focus on experience. Given the freedom and flexibility the app offers, Virtuo offers more than convenience, it provides the opportunity for adventure.
"More than a service, Virtuo is the promise of a unique experience," declared Nicolas Camillini, head of Strategy at 84.Paris. "For this campaign, the challenge was twofold: generate notoriety, while explaining the functions that Virtuo brings to a sector where traditional actors have a tendency to look a lot alike. We chose to talk about Virtuo’s service and experiences through short life moments, like what you see in Instagram stories. This allows us to then insert ourselves more easily into the flow of prospective customers, by presenting them with what they can experience with Virtuo. Virtuo is a 100% mobile premium service, as well as a promise of incomparable experiences, a way to fully life: take off on the spur of the moment, escape and discover new horizons. The car is not just an object, it’s a place where we can live unique moments alone or with other passengers.”
A 100% digital strategy
As a completely paperless, 100% mobile-based brand, Virtuo has aligned itself with digital, creative and media codes in order to emerge and build its brand communication in a singular fashion. 84.Paris will relay the brand’s messaging through the end of the year through photos, gifs and short films, which put forward the unique life moments Virtuo offers in a way mobile users can relate.
“Virtuo is a serious and qualitative service, but that doesn’t prevent it from having character,” explain Olivier and Hervé Bienaimé, co-presidents and Creative Directors of 84.Paris. “Each speaking engagement was thought of as a print or creation which evokes Virtuo’s spirit and appeals to our emotion.”
“Virtuo is an innovative actor at the border between the worlds of mobility and travel, two sectors where brand building is more than an irreproachable service, which is a sine qua non condition of success. That’s why Virtuo chose to count on 84.Paris’s know-how to construct a brand platform in tune with our clients and our ambitions as a global actor,” Thibault Chassagne, co-founder of Virtuo.
Two first films of 16s and 45s will be unveiled on Facebook on October 18. The other content will be released between now and the end of the year on other social media: Twitter, Instagram and LinkedIn.
CREDITS
Sector : Transport / Location de voiture
Brand : Virtuo
Agency : 84•Paris
Creative Directors : Hervé Bienaimé & Olivier Bienaimé
Art Director : Camille Talmont
Copywriter : Marie Clément
Strategic Planner : Nicolas Camillini, Charlotte Faure
TV producer : Pierre Otmanine
Director: Liswaya
Photographer : Paul Jeannin
Brand Management : Karim Kaddoura, Thibault Chassagne, Bamby Combaluzier, Christophe Mousa
Agency Management : Arnaud Depaul, Mounir Bekkouche, Quentin Ellow
Production House : Glitch Paris
Production House Representative : Leslie Dupuis Mendel
Production Director : Antoni Gimel - Lécosse
Music : David Spinelli
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Creative agency 23red has secured a partnership between ITV2 and NHS Blood and Transplant which will see Love Island stars front a campaign to attract young blood donors.
The Love Islanders will form the ITV2 Blood Squad to help quell young people’s fears about blood donation and encourage them to register and book an appointment at a local donation centre.
In a poll of 1,000 adults, the fear of giving blood was considered scarier than public speaking, heights and going to the dentist, with the main barrier being a fear of needles.
But NHS Blood and Transplant needs 600 new donors every day to replace people that can no longer donate, so it’s vital that they engage with a younger audience to break down barriers to blood donation.
Having been introduced by 23red, ITV2 secured some of their biggest talent names to work with NHSBT – Love Island stars Dani Dyer, Jack Fincham, Wes Nelson, Dr Alex George and Laura Anderson – and to star as the ITV2 Blood Squad in a series of Halloween-themed promos and other social content made by ITV Creative to take the fear out of blood donation this Halloween.
Launched on the 17th October, the ITV2 Blood Squad will be directing people to a bespoke ITV2 landing page where people can view additional content including myth-busting videos featuring the ITV2 Blood Squad as well a click through to register to become a blood donor.
Jane Asscher, CEO and Founding Partner at 23red say: “Having worked with NHS Blood and Transplant over the years, delivering campaigns to drive blood donor registrations, it was great to be involved in addressing this new challenge of overcoming fears and myths surrounding blood donation - and so drive donations from younger people.
“Given the popularity of Love Island, this partnership with ITV2 will enable NHS Blood and Transplant to engage with younger people in a tone of voice that resonates with them.”
Mike Stredder, Director of Blood Donation at NHS Blood and Transplant says: “There are many myths associated with giving blood, but it really isn’t scary.”
Join us by visiting www.itv.com/itv2bloodsquad
To sign up to the blood donation register and book an appointment today. If you can’t book an appointment straight away, please don’t worry. Blood donors are needed every day so please book an appointment in the future. Save a life. Give blood #ITV2BloodSquad
CREDITS
ITV2 Blood Squad Promo Credits:
Executive Creative Director - Tony Pipes
Creative Director - Alex Mathieson
Head of Campaign Production - Katie Carew
Producer -Louise Jones
Production Manager - Brendan Barry
Production Assistant - Ruby Mclynn
Senior Campaign Manager - Vanessa Wise
Campaign Manager - James Lester
ITV2 Marketing Credits:
Marketing Executive- Joanna Deadman
Marketing Manager- Joss Patterson
Head of Marketing & Media Entertainment | Comedy | ITV2| ITVBe | CSR -Rosalind Godber
Head of Marketing & Media Entertainment | Comedy | ITV2| ITVBe | CSR -Jess Byars
NHSBT Credits:
Nadine Eaton - Head of Marketing - Blood
Tom Aggett - Marketing Manager- Acquisition and Planning
23red Credits:
Laura Spooner – Account Director
Alice Muir – Business Director