MUDMAN by Grey Brussels for Leaseplan

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MUDMAN

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Belgium
Agency Grey Brussels
Creative Director Koen Nuyts
Art Director Stijn Van Herck
Copywriter Fabian Keppens
Released January 2010

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.