The fleet market in the UK is highly competitive. Toyota & Lexus Fleet challenged us to increase awareness of their offering by engaging more with potential fleet customers. They needed a B2B marketing communications strategy that would encourage reappraisal of the benefits they could offer business.
Creativity led by insight
Our first step was to create a focused B2B proposition aimed directly at fleet decision-makers. We carried out a variety of research, which gave us the insights we needed to align their offering to the needs of fleet customers – encapsulated in our concept of ‘Brilliant for Business’. We communicated this strong proposition with attention-grabbing B2B creative work featuring emotional triggers to appeal to fleet decision makers. Sales during this period saw a significant uplift and the campaign also led to a series of prestigious awards, including Fleet World’s ‘Most Improved Manufacturer’.
Communicating genuine benefits
Hard on the heels of this work, and to capitalise on its success, we are producing more ability-specific, hard-hitting creative work. ‘Quit Smoking’ raised the bar for the fleet sector and featured widely across the trade press, in print and online. A compelling campaign, it encourages fleet managers to give up air-polluting diesels and enhance their corporate responsibility whilst benefiting from significant whole life cost savings.
The theme has been fully integrated through advertising, events, PR, direct marketing, dealer support, digital and social media. Within the first six months, our campaign achieved a significant increase in business test drives and hybrid sales increased by 30% year on year.
Look out for our next campaign for Toyota & Lexus Fleet Services, launching in the UK and European Fleet and Business Press this Autumn.
In my dealings with Clear I have been most impressed by their tenacity, enthusiasm, perseverance and flexibility.
They understand the politics of working with a large organisation, have a vision of what needs to be achieved and are committed to getting there.
Neil Broad, Director Fleet Marketing and Strategy – Toyota & Lexus Fleet