Athlon Germany - Brand Image Kampagne Lease2Motivate
Winner
Excellence in Brand Strategy and Creation
Lighthouse Project of the Year
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
Where leasing communication usually remains confined to features and conditions, Athlon starts with brand perception in "Lease2Motivate" ("Lease2Motivate"). The campaign repositions an explanation-heavy offer through humour and a clear stance, opening it up to broader target groups with an accessible tone of voice. Design, messaging and channels follow a clear logic of differentiation rather than the factual language typical of the sector. Relevance is created here not through volume, but through a precisely executed shift in perspective.
