Loxam reveals its commitment as a responsible brand
Despite its historic commitment to CSR, Loxam had always been very discreet about the fact in its communication. The firm did not benefit from a specific posture that could reflect its investment in this area even though it is an integral part of the brand DNA. To affirm itself more strongly, Loxam asked Pixelis to develop its first brochure dedicated to CSR for a multi-public target.
The agency’s challenge was to define a communicative posture for the company on CSR, as well as a real communication world; the aim was to relate the historic actions and commitments Loxam had already undertaken in the best way possible. Pixelis recommended its IMPACT methodology: a pragmatic approach to identifying the issues for a company, deploying a communication territory that fits the brand and designing its related communication platform.
After an in-house and external audit with the company’s key stakeholders, as well as a study of the actions conducted by the competition, Pixelis defined a differentiating strategic positioning related to the Loxam identity and business model: “responsible rental”.
Publication: brochure disseminated in March 2014.