Client:LeasePlan UK
Campaign:Position LeasePlan as a thought leader in
environmentally-friendly business motoring

The challenge

LeasePlan is one of the world's largest vehicle management and leasing providers. The team was charged with the task of promoting the benefits of reducing vehicle emissions and managing a greener fleet whilst building upon LeasePlan's reputation as a thought leader in environmental motoring. This revolved around the company's market-leading consultancy offering, GreenPlan.

The main challenge was overcoming outdated perceptions about the costs of running a green fleet by ensuring customers see the real benefits. Businesses need to be aware how green fleet management can not only save the environment but also significantly reduce, not raise, their operating costs.

Solution

• Produced an independent white paper entitled "A bit in the green or a lot in the red". This was supported with PR activity and a microsite to position LeasePlan at the head of the debate
• Developed news angles from research about key green motoring issues to promote and profile GreenPlan in all the key trade and vertical sector press
• Gathered case studies to further demonstrate LeasePlan’s green credentials
• The message was an integral part of the 2007 PR campaign, with a green story every month to keep up momentum. This demanded a great deal of creativity to continually generate story hooks related to reducing vehicle emissions
• Entered awards to seek recognition for all of the steps LeasePlan has taken to drive a greener approach among its clients
• All of this activity enabled LeasePlan to be positioned at the forefront of the issue and 'own' the green agenda in the fleet industry

Results

• LeasePlan's general unprompted awareness among senior decision-makers has risen notably since the beginning of the campaign
• Its presence and profile as a business that is leading environmental awareness among car and van fleets has significantly increased across the major trade and vertical press. Industry bible Fleet News now proactively seeks comment from LeasePlan on the green agenda
• The company has been positioned as an expert commentator on environmental thinking in the Financial Times, Human Resources, Financial Director, Real FD, Accountancy, Accountancy Age and numerous regional titles
• This year LeasePlan was awarded the Energy Savings Trust 'Fleet Hero' Award for Industry Supplier of the Year, achieving national profile in the Observer
• Mark Andrews, LeasePlan's head of marketing and business strategy, notes: "LeasePlan is committed to taking an industry leading stance in relation to greener motoring, an important PR message for us to get right. We were very pleased with the way Mandate approached the brief, their thinking and ideas, and the way they executed the plan"