Empowering Motability users to live their life to the full
Challenge
To revitalise the Motability Scheme’s long-standing customer magazine, Lifestyle, so it speaks to a new generation of customers including families, carers and drivers with a disability.
Solution
We reinvented Lifestyle so that it captured the essence of the Scheme and the diversity of the customer base. We carried out extensive user research, referring to reader survey information and Haymarket’s own Third Sector Brand Index. We defined a new purpose and voice for the magazine built on four editorial pillars – discovery, community, guidance, championing.
Solution
We reinvented Lifestyle so that it captured the essence of the Scheme and the diversity of the customer base. We carried out extensive user research, referring to reader survey information and Haymarket’s own Third Sector Brand Index. We defined a new purpose and voice for the magazine built on four editorial pillars – discovery, community, guidance, championing.
Results
Customers have been bowled over by the new concept. “A quick note thanking you for the May issue of Lifestyle I received as a Motability customer. From the new, recycle friendly packaging envelope it came in, to the updated design and layout of features, all attractively presented, everything ‘worked’ for me. Actually, I cannot recall reading a copy of the magazine from cover-to-cover in a ‘one-er’ as I did yesterday morning. Please keep up the standard!”
