Athlon Germany - Brand Image Kampagne Lease2Motivate
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Details
With Lease2Motivate, Athlon promotes its gross salary conversion model through a brand image campaign, making modern mobility easily accessible for everyone. The campaign uses wit and a charming tone to emotionally reach new target groups. The focus lies on motivation, simplicity, and reliability – Athlon makes company car and fleet leasing transparent, digital, and sustainably tangible.
The Jury‘s Statement
In a competitive environment in which mobility leasing is often communicated in an interchangeable and strongly product-led way, Athlon takes a clearly new direction with "Lease2Motivate" ("Lease2Motivate"). The campaign shifts the topic from a B2B logic to an accessible approach for employees without losing professional substance. Humour, pointed motifs and a precise digital channel logic give the brand a contemporary profile. The work draws its impact from the understandable connection between positioning, tonality and digital delivery.
