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Challenge
The fleet market in the UK is highly competitive, with some OEMs discounting heavily to secure sales. Toyota & Lexus Fleet needs to stand out with fleet decision makers and increase profitable sales. In this campaign we wanted to own the hybrid space in the market, increase hybrid test drives and force a re-appraisal of the brand in the eyes of the customer.
Solution
Our B2B communications strategy was to creatively draw attention to the advantages of petrol hybrid in fleet, demonstrating Whole Life Cost savings with an emphasis on it being a cleaner, more responsible way to save.
The creative solutions took inspiration from the benefits of quitting smoking, with a faux pharmaceutical style calling fleet managers to "quit smoking for good".
The campaign rolled out across multiple channels including trade advertising, events, tangible sales collateral, eDMs, editorial and PR.
We needed a radical creative campaign to highlight the many benefits of petrol full hybrid vehicles over diesel. Clear B2B’s ground-breaking creative solution challenged preconceptions, made us stand out in the marketplace and substantially increased sales. Its unique, impactful, engaging and informative multi-channel strategy greatly exceeded the brief and is now being adopted Europe-wide as a key communications platform
