Beely is a new kind of private leasing service designed to save all Finns from the troubles of car ownership.
The company wanted to make a statement with bold marketing that stands out. However, they only had limited data on their customers and customer behaviour. We identified two distinct target groups with potential: women who can’t get the service they want at dealerships, and men who spend a lot of time behind the wheel and tend to lean towards the traditional. We were tasked to increase sales in these target groups and collect as much data as possible on the behaviour of these groups for future actions.
We created two parallel concepts that were tested in practice in these target groups, both online and offline.