Leaseplan: MUDMAN

Credits & Description:

Category: Best Use of Special Events and Stunt/Live Advertising

Advertiser: LEASEPLAN

Product/Service: VEHICLE HIRE

Agency: GREY BRUSSELS

Date of First Appearance: Jan 14 2010 12:00AM

Entrant Company: GREY BRUSSELS, BELGIUM

Creative Director: Koen Nuyts (Grey Brussels)

Art Director: Stijn van Herck (Grey Brussels)

Copywriter: Fabian Keppens (Grey Brussels)

Make-Up Artist: Nathalie de Hen

Account Manager: Axelle Petit (Grey Brussels)

TV Producer: Sophie Populaire (Grey Brussels)

Media placement: Event - 1 time - breakfast event for fleet managment - 14/01/2010



Results and Effectiveness

Mudman’s appearance created huge stopping power and immediate awareness of the new carwash service among the fleet managers. Ironically it offered a good impression of how effective a simple event stunt can be. Because all fleet managers implemented the Euro Wash Card service as a new incentive into the leasing contract.



Creative Execution

Mudman is a business man. But being covered with mud, he’s not quite the example of making a good impression, especially if you have to go to a business meeting with key fleet managers and you need to hand out business cards.

So we created sticky business cards that were handed out to the key fleet managers of Belgium to communicate
our latest Euro Wash Card service:

“There’s no second chance to make a first impression.
That’s why LeasePlan offers you six months free carwash when you order a new car”.



Insights, Strategy & the Idea

“You never get a second chance to make a first impression.
That’s why LeasePlan wanted to offer a free carwash to its new leasing clients.”

Because if you want to impress, a shiny car does the trick.

During the Car and Motor Show of Brussels LeasePlan invited all its key fleet managers to the annual conference.

They introduced them to all latest LeasePlan services and… Mudman.