Rental Brand Locauto Offers Speedy Service in Bold Campaign

Emerging Italian car rental brand, Locauto, lets their logo shine in new TV campaign. The logo-centric ad from up-and-coming Italian vehicle rental service, Locauto, crafted by MW Italy, and distributed by UM Italy, bringing speed, simplicity, and customer satisfaction to the fore while using the brand’s logo to disrupt advertising norms.

Offering the tagline: “renting with Locauto is so easy, it’s already time for the logo,” the bold logo-centric TV campaign helps deliver Locauto’s promise of a speedy and simple rental service in no time, before allowing the logo to take centre stage. 

The ad, set in a gym changing room, swiftly delivers its core message of a speedy and simple rental service, immediately capturing viewers' attention in the first five seconds. Following this rapid introduction, the Locauto logo takes centre stage, dominating the remaining 26 seconds of ad time and providing a structure for the action of the ad to move around. This enables Locauto to emphasise its speedy service, while boosting brand awareness in a crowded market with well-known international competitors.

The logo’s striking visual identity resonates long after the ad has played. The campaign’s playful humour - showcasing gym goers hopping over the letters and using the logo as a shelf - helps increase brand visibility. The ad also funnels Locato’s challenger spirit by disrupting traditional advertising norms of keeping the logo away from the ad’s centre stage. 

Alessandro Sciortino, chief creative officer MW Italy says, “When you’re a challenger car rental brand with a strong promise and you want to make remarkably renowned, you want to play it easy, fun and memorable. And that’s exactly what we wanted: you see this logo, you think “easy and fun. I guess this piece makes the point quite nicely”. 

This strategic campaign underscores Locauto's innovative approach to overcoming the challenges of a competitive market, highlighting its dedication to becoming an integral part of the everyday lives of its customers. With this bold, logo-centric ad, MW Italy has developed a creative concept that places Locauto’s in its target market while highlighting the brand’s commitment to redefining the standards of vehicle rental services with a focus on speed, simplicity, and customer satisfaction.

The campaign is on air on TV, and it will then see a digital and social declination through dedicated content on Locauto's YouTube, Instagram, and Facebook channels.