Novated leasing giant Maxxia wanted to create a sub-brand promising its customer absolute, hassle-free buying power when purchasing a car. Research insights identified the need to develop a creative strategy that spoke directly to the individual, leveraging a contemporary tone of voice that was both simple to understand and easy to read. Our end solution ensured the new MaxxiMe brand was customer driven – beginning with establishing a warm, personable name, adding a powerful promise and extending through to a marketing campaign celebrating the emotions around the joy of having a new car. ‘That New Car Face’ was a cut-through, fun expression to getting this emotion across. The campaign continued through to a website providing essential information on the service and extensive FAQs, together with social media platforms offering competitions and opportunities for personal posts.