Tech start-up Releaseit encourages Aussies to buy less and rent more in launch campaign via Edge

Releaseit, Australia’s new online rental marketplace, launches next week with a new campaign by creative agency Edge, encouraging Aussies to buy less and rent more to reduce consumption.

The platform connects people who want to rent things with people and organisations who have things to rent – from fashion to tools, party gear to baby gear and everything in between.

Edge was appointed in May last year to develop the brand identity, brand platform and go-to-market plan for Releaseit – the ‘eBay of rental’ – with this campaign representing the first large scale work in the rollout.

The new tech start-up joins a number of businesses working with Edge’s Accelerate team, which was established to assist start-ups to achieve scale rapidly. The team works with start-ups from idea to product, brand development to launch – working with founders and investors to maximise the potential of their businesses.

The new work focuses on all of the major rental categories with punchy, provocative creative promoting the benefits of renting or listing items to rent.

Says Peter Krideras, co-founder and managing director of Releaseit: “The work does a great job of explaining and selling the benefits of the marketplace. But more importantly, it hammers home our purpose, ‘to disrupt retail consumerism on behalf of the planet’ which really does underpin everything we do.”

The campaign consists of a broad Eastern Seaboard rollout in digital, social, print and out-of-home, as well as a local multi-channel activation in Sydney’s Inner West. Edge handled both creative and media.

Says Richard Parker, executive planning director at Edge says: “Releaseit is a brand that calls it like it is, and the brand idea ‘we don’t buy it, you shouldn’t either’ calls bullshit on the way things have always been done. It’s time to get consumption under control and Releaseit is a platform designed to do exactly that. By renting more and listing your products to rent out, you’ll help save the planet and put some cash in your pocket at the same time.”

Client: Releaseit
Managing Director: Peter Krideras
Marketplace Strategy Manager: Kate Hall

Creative: Edge
Executive Creative Director: Simon Langley
Senior Copywriters: David Arns, Tim Wood
Senior Art Director: James Gillespie
Copywriter: Will Bassett
Art Director: Callum Foot
Executive Planning Director: Richard Parker
Managing Director: David Stretch
Planning Director: Caitlin Ammann
Senior Account Manager: Donna Phan
Design Director – Brand ID: Gary Walmsley
Content Creative: Harry Roth
Senior Designer: Waiton Fong
Designer: Sophie Millican

Media: Edge
Media Director: Rebecca Leahy
Senior Media Executive: Anushka Khemha
Media Executive: Kate McGregor

For more information, visit Releaseit at https://www.releaseit.com/