The brief

LeaseLoco is the UK’s biggest car leasing comparison site — a brand with genuine consumer utility but a significant challenge: the motoring sector is one of the most competitive online spaces in the UK, with every major brand investing heavily in content and earned media. Standing out required more than good campaigns. It required a positioning strategy that gave LeaseLoco a distinct, ownable editorial voice.

They came to Motive wanting to strengthen their brand presence in a crowded market. Our ambition was clear — we wanted to give LeaseLoco something more valuable than coverage numbers. We wanted to give them a reputation.

The approach

We positioned LeaseLoco as the campaigning voice for UK motorists — an independent brand that speaks up for drivers on the issues that actually affect them. Speed camera policy changes. The real cost of EV adoption. Road safety legislation. Maintenance standards. These aren’t product stories — they’re genuine consumer advocacy stories that happen to be told by a brand with genuine expertise and credibility in the motoring space.

This positioning gave journalists a reason to call LeaseLoco even when there was no product news to report. An expert voice on motoring issues that could comment quickly, credibly and accessibly on whatever was happening in the news cycle. We supplemented this with data-led campaign content targeting both national consumer press and specialist motoring publications — understanding that a dual-track approach would generate both broad reach and sector credibility simultaneously.

We worked closely with the LeaseLoco team throughout, using their deep understanding of customer concerns and industry shifts to inform our campaign planning. The result was a steady pipeline of stories that felt timely, relevant and genuinely useful to the UK drivers who were LeaseLoco’s core audience.

The result

In six months: 469 items of coverage and a 187% average increase in organic traffic across five priority keywords. The commercial impact of that visibility for a comparison platform is direct and measurable.

More importantly, LeaseLoco now has an editorial identity. They’re not just a comparison site — they’re the brand that stands up for UK motorists. That’s a position built through sustained PR, not advertising, and it compounds in value every time a journalist picks up the phone.