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.
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.”
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.
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
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
84.Paris is an independent advertising agency that helps brands communicate with new generations. The agency, which counts a team of 35, has received several Cannes Lions including the 2016 Digital Craft Grand Prix (Because Collection), 1 gold and 3 silver, and continues to emphasize its creative positioning.
84.Paris works with, among others, Ubisoft, Facebook, Google, Louis Vuitton, BMW, Nokia, Diesel, Comme des Garçons, Greenpeace and Action Against Hunger. The agency helps brands with strategic positioning, delivering innovative campaigns across all points of contact (social media, retail, TV, press).