Fleet and vehicle management
LeasePlan, the world leading fleet and vehicle management company decided to launch an offer targeting small businesses and private individuals. These were unexplored new segments with high growth potential. In 2003, extensive market research led the agency to recommend that a B to C strategy be developed, in spite of the fact that LeasePlan’s expertise was in the provision of B to B fleet services.
The sheer diversity of the target audience meant that LeasePlan’s offer should be structured and presented in a way that would appeal to all. Since their attitude and motivations differed significantly from those of large fleet managers, it was decided to develop a new brand and platform that would focus on the driver, whilst leveraging LeasePlan’s considerable expertise.
The agency entered into was associated to the development of the initial business plan, and supported the brand team in the definition of the brand positioning and fundamentals. A visual identity was created including a new name and logotype as well as a communication concept and a tagline “You do the driving. We do the rest.” which were applied to a range of online and offline communication tools.
A new website giving access to the fast and easy to use LeasePlan Go quotation tool was also developed. Through this web site, customers can choose their car from any make and model available in their market, add the relevant options and services and compare prices.
Finally, “The Marketing Cookbook”, an online platform was created to help countries build their marketing plans and launch their brand locally.
On March 16th 2006, LeasePlan announced the launch of LeasePlan Go in France, the first international brand with an offer dedicated exclusively to small businesses, professionals and private individuals. This heralded a shift in the adoption of a more customer focused strategy within the LeasePlan group. The brand has since been successfully launched in Spain and Germany with more countries to follow.
View the portfolio for Leaseplan Go