Mercury

Gruppo WISE for the Brand repositioning of Mercury

Gruppo WISE created a brand assessment project for Mercury, a short, medium and long-term car rental company operating in both the B2C and B2B markets: through an in-depth analysis of the brand, the market, competitors and online media and offline, a marketing strategy was outlined aimed at repositioning the company in its sector.

From Service Brand to Wearable Experience: the entire storytelling of the Brand was revised according to a new communication concept that conveys and transmits the main corporate values, namely service, quality and tailoring.

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Choosing Mercury means enjoying a completely different automotive experience, which differs from both the traditional purchase of a car and ordinary car rental services. This founding value has given rise to a new claim: “the driving difference” where the word “driving” embraces both the act of driving a vehicle and an emanation of higher values which translate into the ability to lead to change and the future.

The image and tone of voice adopted were finally transferred to institutional communication tools, finding full expression both through the installations and during the organized events.

STRATEGIC CONSULTANCY
CORPORATE IDENTITY
VISUAL
EVENT ORGANISATION

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Brand
Image

The contrast between light and darkness is the basis for a creativeness that enhances speed, dynamism and rigor through lines and profiles marked in a more intense Mercury red, synthesized in essential and refined strokes to enhance the simple fluidity of movement as a symbol of an exclusive choice of mobility.

Claim

An element that acts as a guide, which blends with images and suggestions characteristic of the automotive sector devoted to design. The claim expresses Mercury’s exclusive approach to mobility, enhancing its differentiating character: Mercury offers its customers a tailor-made experience, built on their needs.

Event

Gruppo WISE oversaw Mercury’s participation in the “Oscar dei Bilanci” event, one of the main economic events dedicated to the entrepreneurial fabric. The project involved setting up and coordinating the Mercury partners present: Polestar, the new luxury brand of electric cars, and E-Gap, the one-of-a-kind recharging service for electric cars on the move.

Partnership

Brand visibility coordination and management for partnership with the “Tezenis Scaligera Basket” basketball team and with the G. Club golf circuit.

TEZENIS SCALIGERA BASKET

CIRCUITO DI GOLF G. CLUB

Christmas
Event

An event was organized dedicated to the team to develop cohesion and employer branding. The cruise on the waters of Lake Garda offered an event of great impact, concretely spreading the driving difference approach of the Brand.