MUDMAN by Grey Brussels for Leaseplan

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MUDMAN

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Industry Car & Utility Rentals
Media Promo & PR, Case study
Market Belgium
Agency Grey Brussels
Creative Director Koen Nuyts
Art Director Stijn Van Herk
Copywriter Fabian Keppens
Producer Sophie Populaire
Released April 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: LEASEPLAN
Product/Service: CAR LEASE COMPANY
Agency: GREY BRUSSELS
Date of First Appearance: Apr 7 2010
Entrant Company: GREY BRUSSELS, BELGIUM
Creative Director: Koen Nuyts (GREY)
Art Director: Stijn van Herk (GREY)
Copywriter: Fabian Keppens (GREY)
Account: Axelle Petit (GREY)
Producer: Sophie Populaire (GREY)
Make-up Artist: Nathalie de Hen (GREY)
Media placement: STUNT - EVENT - 07/04/2010

Insights, Strategy & the Idea
The car leasing market targets executives and managers of large companies who need a car that will represent both their professional status and the company they work for. For the introduction of a new commercial offer by Leaseplan – a free carwash service for 6 months – we built on the insight that the positive image represented by the manager is crucial for the corporate image of his company. It is not enough to dress for the occasion, you also need to make sure that the car you drive fits your professional image.

Creative Execution
At a very stylish brand event, which was attended by important clients and prospects, we introduced a mystery guest who was dressed very smartly but was totally covered with mud. He politely greeted the other guests and distributed his “business card” which made the point: you don’t get a second chance to make a good impression. At the backside of the card, people discovered the offer of Leaseplan: a free car wash to make sure your car always looks as good as you.

Results and Effectiveness
The intervention of our mystery guest built immediate awareness with the key audience of fleet managers and decision makers of large corporations. During the event, 686 business cards were distributed. The initiative led to 150 new contracts in the months following the event. In a time of crisis, where companies reduced their fleet budget and the overall fleet market shrunk 0.5 percent, this was an exceptionally good result.