Maxxia
Novated leasing can seem complicated. We partnered with Maxxia to build a strategic, always-on campaign that simplified the offer, eased the jargon and got people to act. Designed to anchor their broader marketing ecosystem, the platform ran across two campaigns over a year, shifting novated leasing from ‘too hard’ to ‘too good to ignore’.
Maxxia (known as RemServ in Queensland) is one of Australia’s leading novated leasing and salary packaging providers. Their customers include frontline health workers, teachers, police officers, and those in the not-for-profit sector — people who often don’t realise they’re eligible for a smarter, more cost-effective way to get a new car.
Maxxia ‘Always On’ Campaigns
Maxxia runs multiple burst-style BTL campaigns, focused on lead generation and education by targeting their existing salary packaging customers. But without a consistent brand presence, those bursts risk feeling disconnected, and brand equity struggles to build. They needed a standout, strategic ATL campaign to anchor their message year-round, demystify novated leasing, and connect with more people at the right moment — all in a category where many don’t understand the product, or realise they’re eligible.
With economic pressures mounting and financial confidence low, our job was to simplify novated leasing and lead with a clear, relatable benefit. We developed the platform Budget Easing Novated Leasing — a straight-talking idea that focused on what matters most: saving money, reducing stress, and getting into a better car with no upfront costs.
The first campaign introduced “Little Nelson,” a precocious schoolkid who assumes his friend’s mum must have landed a big promotion to afford her new car. The reveal? Just smart budgeting with a novated lease. It was a simple way to reframe the product as clever, not complicated.
In the second campaign, we extended upon our Budget Easing Novated Leasing platform. Plenty of people still felt unsure — not just about cars, but about tax. So, we leaned into that awkwardness and made it part of the charm. The new spot landed us in a backyard BBQ setting, where two new dads’ bond over a snag, baby carriers and a shiny new vehicle. One knows cars. The other knows tax. Together, they discover novated leasing.
Across both campaigns, we worked closely with production partner Creativa to bring our BVOD and radio scripts to life, while ensuring consistency across OOH, digital, social and web. The result was a clear, confident brand platform that could flex across channels — and give Maxxia a consistent voice to build from across future campaigns.
Brand Development
Campaign
Copywriting
Collateral
“Studio Hoopla did a great job in a short time, helping us find the right creative strategy and delivering a campaign that works across every channel. The results speak for themselves — high impressions, increased website click-throughs, and standout creative in a tough category.”
Chris Symons, B2C Marketing Lead at McMillan Shakespeare
