Comparison site, Leasing.com has unveiled a new brand mascot, created in partnership with Ponderosa.
Bumper is part of a wider repositioning to make the Greater Manchester company “more distinctive and memorable.”
“Car finance can feel intimidating or confusing for a lot of people. We wanted a way to make the experience feel more human and enjoyable, while keeping the trust and credibility that sit at the heart of our site,” explained Chris Evans, Chief Marketing Officer at Leasing.com.
“Bumper gives us a versatile and fun brand tool that helps people feel at ease and confident when choosing a car, van, motorbike or other asset.”
The move comes as it seeks to shift beyond purely being a dry, functional comparison site, towards “warmth, clarity and approachability.”
“Bumper is a brand mascot crafted to playfully personify Leasing.com.” said Jon Workman, Creative Director at Ponderosa.
“Instantly recognisable, warm, and approachable, Bumper reinforces the trust the category demands while giving the brand a distinctive way to deliver consistently across channels and a platform we can build on for the long term.”
Bumper will be introduced through a nationwide, multi-platform campaign spanning connected TV, audio, digital out-of-home and social media.
