Mercury operates in the short, medium and long-term vehicle rental sector, serving both B2B and B2C markets. In a context where mobility services tend to be increasingly perceived as similar to one another, the company needed to enhance its distinctive approach and strengthen the Brand’s positioning. The project was born from the desire to transform a service into a recognisable experience, capable of expressing quality, consultancy and attention to the customer’s needs.

WISE developed a Brand Assessment process through analysis of the market, competitors, Brand perception and key communication touchpoints. The findings led to the definition of a new positioning strategy and a narrative concept capable of synthesising the company’s distinctive values: hence the shift from Service Brand to Wearable Experience and the new claim “The Driving Difference”.

A more distinctive, recognisable Brand, consistent with the value of the experience offered to customers. The new positioning was translated into a coordinated communication system capable of accompanying Mercury across its main relationship touchpoints — from institutional tools to events and strategic partnerships.