+1,622%

Conversions

+353%

Ad Click-Through Rate

-62%

Cost Per Conversion

Reimagining the advertising approach of ORIX across multiple target industries, lowering acquisition costs and driving 1,622% conversions over the previous time period.

The problem

In New Zealand’s highly competitive vehicle-leasing market, ORIX needed to stand out as a trusted, flexible solution for both businesses of different scales and within different industries. Their existing marketing approach was underperforming, with ad creatives that weren’t compelling, a high cost per conversion, and there was no path to scaling leads.

They needed fresh, well-crafted photo and video assets which could then be turned into effective ads across Meta, YouTube, and Google to quickly communicate key benefits and lower acquisition costs.

Key Challenges

Competing with established global and local leasing providers.
Inconsistent visuals and messaging weren’t resonating with modern car shoppers or businesses.
Ads weren’t converting at a scalable cost.
Potential customers didn’t fully grasp ORIX’s wide range of leasing solutions or the simplicity of using them.

My Roles

Pitched and secured two new shoot projects, plus a creative retainer.
Led overall campaign direction, aligning deliverables with ORIX’s brand and performance goals.
Conceptualised, directed, produced, and photographed video and photo shoots.
Created high-performing static and video ads, optimised for click through rate and conversions.
Guided internal processes, balancing budgets, timelines, and client feedback.

Key Decisions

With the new visuals in hand, I developed static and video ads while considering aspects such as:
- Compelling Headlines & CTAs: Immediately addressed benefit outcomes to hook viewers, tailoring the messaging to suit whichever stage of the funnel stage the ads would run within.
- A/B Testing & Iteration: Regularly tested variations in messaging and modularity in video ads to identify top performers and find a path to scale.
- Consistency Across Channels: Ensured all ads on Meta, YouTube, and other channels maintained a unified look and tone, which hadn’t been executed before.
While static ads were also effective, ORIX had never previously decided to do video shoots specifically for ad content. We thought there was an opportunity there, so introduced multiple face-to-camera production sessions aimed at telling more compelling stories and boosting conversions.
- Direct, Human Connection: By placing ORIX personnel or relatable spokespeople on camera, we created a sense of trust and authenticity, particularly as we wanted to emphasise years of local expertise.
- Flexible Content: Shooting multiple versions in short, modular segments - allowing us to tailor videos for different audience targets and remarketing sequences.
- Strong Conversions: These straightforward, personable videos quickly became top performers, helping reduce cost per conversion with the best video ad generating 3.2x the conversions of our best static.

I led the creation and hosting of a comprehensive proposal to secure two photo and video shoot projects, alongside an ongoing creative retainer. This allowed us to:
- Ensure Consistency: Maintain a cohesive visual identity across all ORIX campaigns.
- Develop Impactful Content: Capture high-quality, shot-for-purpose images and videos that could I could then translate into high-performing ads.
- Move Quickly & Iteratively: Test new creatives every month, continually refining our approach to drive down costs and improve conversions.
We needed to not only demystify ORIX’s leasing services for people already in-market but also dispel some of the general misconceptions around leasing vehicles at the top-of-funnel.
The strategy emphasised:
- Audience-Centric Messaging: Position leasing as a hassle-free, flexible, and financially valid alternative to traditional fleet ownership.
- Depth Of Service: Car leasing done right goes far deeper than just being handed a set of keys. We leant into the breadth of services and the expertise of ORIX, helping businesses understand that we’d know exactly how to tailor leasing to their needs.
- Highlighting Commercial Fleets: After stumbling across the insight of ute/commercial fleets being the biggest opportunity for growth in the vehicle leasing sector, we ensured a significant proportion of ads focussed on this.
- Balancing Brand & Direct Response: Use striking visuals to differentiate ORIX, while still not leaving behind important direct-response messaging in lead or conversion ads - content could be beautiful and effective.
We used a series of rapid tests to optimise our approach:
- Audience Quality: Identified the most receptive targeting within both Meta and Google.
- Messaging: Experimented with different angles to see what resonated most.
- Creative Formats: Determined the ad styles (face-to-camera video, static, motion graphic) that drove the highest click-through or conversions, depending on which stage of the funnel.