Re-lease with Ayvens

As the largest car leasing company in Europe, Ayvens is mainly known for its new lease car offering. Though Ayvens also provides used lease cars, a proposition providing many advantages. Even though it’s widely available across Europe, awareness of the product remains low. Additionally, used cars still carry a reputation for being unreliable, a perception that no longer matches reality.

A campaign needed to shift perception and highlight the proposition.  In the strategic approach, we identified that it would be much harder to convince new car leasers to choose a second hand car than to focus on car buyers, people considering any type of car, whether new or used, for private or business use.

Reframing leasing as an attractive alternative to buying did not only broaden Ayven’s market potential but also reinforces its position as a sustainable mobility solution. And as the cherry on top it offered a strong creative angle for a distinctive and impactful worldwide campaign.