Building and Launching a Distinctive Brand - VANEVER
When VANEVER founder Philipp J. Jacke approached Wilde Partner at the end of 2022 seeking support in building a brand-new company, there was already a brilliant idea and a business plan in place. However, what was missing was the foundation for a strong and trustworthy brand that customers would love and return to time and again: a catchy name, a consistent brand DNA, and an appropriate corporate design. Wilde Partner was tasked with bringing all of this to life by the season launch in spring 2023—within less than six months. Additionally, it was crucial that the new camper rental company not only be seen as a serious player among already internationally established competitors but also be successfully booked and fully utilized.
Wilde Partner’s strategy: differentiation through a strong brand. For the company to succeed in the highly competitive camper rental market, it is essential that the target audience identifies with the brand. A memorable name that aligns with the overall concept and unique selling point of the startup, a fitting corporate design to reinforce this brand DNA, and clear values and emotions communicated across every touchpoint were the main focus.
The solution: Offering fully equipped camper rentals to provide customers with peace of mind (VANEVER you’re ready – just hop in and go) and a clear focus on quality and sustainability, reflected in the high-end, sustainable features wherever possible. VANEVER’s logo was also designed to stand out from competitors—rather than using camper illustrations, the startup shines with a digital, premium look and feel, creating a stronger appeal and connection with its premium target audience. Combined with warm, earthy, and natural colors, the brand emphasizes its connection to nature and evokes a positive sense of adventure and joy.
To sustainably increase brand awareness and attract and retain customers, communication was conducted 360° across all relevant online and offline channels. The primary focus was on print and online media, social media (Instagram, Facebook, and TikTok), and partnerships with local brands and influencers who share the same spirit (e.g., Aqua Monaco). To ensure sufficient bookings by the start of the season, the majority of the paid budget was invested in SEA, while the remainder was strategically directed toward highly relevant media partnerships (e.g., Merkur) to boost brand awareness. In the first year, social media presence was built organically or through influencer collaborations.
The results speak for themselves: By focusing on a consistent, standout brand that delivers on its promises, VANEVER, in partnership with Wilde Partner, achieved nearly 100% customer satisfaction on Google (5 stars) and Trustpilot (4.8 stars), an average occupancy rate of 70% during the first peak season, numerous organic and high-quality Instagram followers, consistently four-figure views on TikTok, and multiple premium brand and influencer collaborations with partners such as Aqua Monaco, “Kino, Mond und Sterne,” and caroundben. This laid the foundation for VANEVER’s further growth: Just one year after entering the market, the startup has expanded its fleet to over 70 vehicles and, due to high demand, opened an additional location in Salzburg.
