SUCCESS STORY

Joinup

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CHALLENGE

PROPOSED
SOLUTION

RESULTS

After three years managing Joinup’s communication, we identified a clear opportunity: to evolve from a positioning mainly tied to its offer and business size toward a stronger, more distinctive and recognizable brand within the corporate mobility ecosystem. Joinup had a consolidated track record, a broad value proposition and a service capacity able to meet companies’ different mobility needs. The challenge, however, was to bring all these attributes into the brand space, building a communication identity able to occupy its own relevant place in the minds of its audiences. The goal, therefore, was to stop communicating only what Joinup does and start building a narrative around why it matters, what role it wants to play in the transformation of business mobility and what sets it apart from other players in the market. From this need, we proposed an evolution of the positioning that would allow Joinup to gain awareness, differentiation and recognition, connecting its mobility proposition with three major value territories: sustainability, innovation and efficiency. The challenge was not only to generate more visibility, but to make that visibility help build the brand, spark conversation and strengthen Joinup’s consideration among decision-makers and companies.

- New positioning and brand story, evolving from service-centered communication toward a more distinctive, recognizable value proposition. - 360º creative campaign to translate the new brand territory into a powerful, memorable idea adaptable to different channels and audiences. - Multichannel activation combining PR, social media, paid media, content and owned channels to maximize reach and message consistency. - PR and thought leadership strategy, positioning Joinup and its spokespeople in the main conversations about corporate mobility, sustainability, innovation and efficiency. - Creation of a proprietary Barometer as a knowledge asset to generate data, insights and content able to make the news and feed the industry conversation. - Connecting communication and business, steering awareness and reputation actions toward greater consideration, trust and commercial opportunities.

- Greater brand awareness and recognition, strengthening Joinup’s presence in the corporate mobility conversation. - More distinctive positioning, associating the company with strategic attributes such as sustainability, innovation and efficiency. - Greater authority and credibility, thanks to proprietary knowledge and spokespeople activated as industry references. - Increased qualitative visibility in media and digital channels, combining earned, owned and paid media to amplify the key messages. - Recurring content and conversation opportunities generated from the Barometer and other proprietary assets. - Greater engagement with strategic audiences, connecting brand messages with companies’ real needs and challenges. - Contribution to business goals, using communication as a lever to improve Joinup’s consideration and generate new commercial opportunities. - A communication platform built to last, able to go beyond a one-off campaign and keep generating awareness, reputation and conversation.