A new positioning
GRENKE AG is a German company specialized in operating lease solutions for businesses. For 40 years, GRENKE has been helping businesses write their success stories with fast, simple, and customized solutions. In Italy, GRENKE has been operating since 2001 and, with 19 offices, is a key partner for many small and medium-sized enterprises.
2022
Integrated Marketing
Strategy
Creativity
Challenge
To evolve the brand positioning in Italy.
GRENKE is a global leader in operational leasing solutions for businesses. In 2020, the company carried out an international rebranding project, but the Italian subsidiary needed to adapt the brand identity for a market as important and unique as ours.
Caffeina was brought in to help GRENKE Italy strengthen its positioning and consolidate its vocation to be a true partner of Italian SMEs.
SOLUTION
Telling GRENKE's story with a new content strategy.
Thanks to the insights gathered during the research phase, we have defined four content pillars through which to tell GRENKE’s DNA.
The first pillar tells about the brand’s daily commitment, the second delves into the commercial offer, the third talks about the company and the challenges related to it, and the last one is projected towards the future and innovation.
For each of the four content pillars, we have defined new communication initiatives to be launched through the brand’s digital and traditional channels.
EXECUTION
360° research.
The exploration phase followed the four areas outlined by our C-Frame and consisted of numerous activities that led us to define a new content strategy:
EXECUTION
Overarching pillar.
GRENKE. FAST. FORWARD. FINANCE 40%
In this pillar, we focus particularly on Awareness and Positioning. The goal is to introduce the audience to GRENKE’s values, present GRENKE as a partner rather than just a supplier, and tell the story of why GRENKE is a successful entrepreneurial story.
TANGIBLE IMPACT 20%
What is GRENKE’s offering today and what is operational leasing? How can businesses that work with GRENKE achieve their aspirations?
TODAY’S CHALLENGES 20%
What are the challenges that an entrepreneur faces today and how can they best address them? Let’s find out through the stories of those who do business every day.
THE FUTURE WITH GRENKE 20%
How is the world changing and what are the trends and technologies that will shape the future of businesses? GRENKE accompanies the audience in exploring the future.
