What’s On

LeasePlan asks consumers ‘What’s next?’ in first global campaign

Top Gear and The Grand Tour presenter Richard Hammond is the ‘leading man’ in the first worldwide LeasePlan campaign. Etcetera developed a three-minute feature film in which Hammond anticipates the future of cars and mobility.

With the new theme ‘What’s next?’, LeasePlan is positioning itself as a thought leader in new developments such as car sharing, ride hailing, self-driving and perhaps even flying cars. It’s LeasePlan’s ambition to provide as much flexibility for customers as possible. The campaign slogan therefore reads: ‘Any car, anytime, anywhere’.

The Hollywood-style film, produced by PostPanic, forms the heart of the ‘digital first and fully personalised’ campaign. In all 32 LeasePlan countries, hundreds of thousands of customers and prospects will be approached with an eDM and personalised video. Richard Hammond invites recipients personally to discover ‘What’s next’ for their mobility and fleet. A follow-up programme approaches people with concrete propositions. With Switch, Click & Drive, customers can trade in their own car for a lease car with just the click of a button. Using LeasePlan’s 360 Formula, the consultants seek out the best balance in property costs, sustainability and driver satisfaction and safety. This unique proposition is presented to customers and prospects in the form of a VR presentation developed by Etcetera.

The ‘What’s next?’ campaign will be supported in 8 European countries by radio, outdoor, newspapers, banners and social media.

Etcetera has supported the entire operation including internal communications, international data management and the rolling out of social media content. The agency with its integrated team of producers, data analysts (DataBay), business strategists and community managers was ‘insourced’ by LeasePlan HQ at Amsterdam Zuidas.

Commenting on the campaign’s concept, Peter van Leeuwen, CD Etcetera, ‘There’s been a lot of talk about 360, digital first and data. However, putting it creatively into practice is something else. This was a fantastic project, from Hollywood blockbuster film, personalised videos to even motivating over 6,000 employees. It doesn’t get much better than this for creatives.’

Dick van der Lecq, MD Etcetera, said, “It’s an honour to be part of such an integral and international operation. We have pushed all the buttons at once and we’re now starting to monitor traffic and business results.”

Mischa Rozema, Director Post Panic, said “I’m just really happy with the whole experience – we (PostPanic) had a good working relationship with Peter (Peter van Leeuwen, ECD) and his team at Etcetera and CEO Tex Gunning at Leaseplan really pushed us to break expectations. You can’t ask for more as a director. This was really a team effort as everyone was willing to take the risks a project like this needs. I hope this inspires other brands to raise their game with B2B films.”