With the right partnership and support, there is no such thing as impossible. Every entrepreneur can overcome the most difficult challenges and catch their dreams. That is the main idea behind the communication platform which we introduced for the of the leaders on the Polish leasing market.
The European Leasing Fund was founded in 1991 and has been a part of the Credit Agricole group since 2001. In 2017, the company asked us to refresh their image in order to reflect the contemporary challenges facing them on the leasing market.
We were looking not only for a specific style for the brand, but also for symbols that would emphasize the desired values. Regardless of the format. We took reports provided by the client under the microscope. We conducted a series of analyses: competition, brand and consumer, which allowed us to develop a new communication platform.
One of the strongest points with the EFL offer is the excellent service and their dedication to understanding the problems and needs of small businesses. It’s an important part of the company and one that we wanted to highlight when building the new marketing strategy.
In 2017, communications with the industry were most often based upon products, features and services. We decided to focus on human and partner relations, showing the specific benefits of each. The “It’s gonna work!” campaign took the fresh, positive energy of EFL as the basis for building the brand image.
Within the scope of the work on the platform, we created new visual frameworks for brand communication.
We created a simple and characteristic aesthetic with a frame and the slogan “It’s gonna work!” (To się uda!). It guaranteed a unified and recognizable brand image that we could then implement across all marketing materials.
EFL puts a large emphasis on its digital and social media presence. On Facebook, we showed three aspects of the company – products, knowledge and insights from the life of entrepreneurs. Within the first month, post reach had increased by a factor of 17 and content was attracting 6.5 times more interactions.
In 2019, we also started content marketing activities for the client, including posts on the ‘Business and You’ blog. Our strategy once again focused on developing an authentic voice and addressing the real needs of small businesses. We have also strengthened the client’s engagement by involving them in the co-creation of content.