Before Gravity Global
In a declining B2B marketplace, it takes a truly game-changing campaign to outstrip targets for marketing-qualified leads (MQLs) and orders. But that’s precisely what LeasePlan UK (LPUK) has delivered with Electric Moments.
Building on extensive research, designed to identify obstacles preventing businesses and drivers from choosing electric vehicles (EVs) over traditional combustion engine cars/vans, Gravity partnered with LeasePlan to developed a multifaceted campaign that would later be recognized as the most successful marketing campaign in LPUK’s history.
_20231128033456_0.jpg)
Opportunity/Strategy
Informed and validated by extensive market research, the core creative theme underpinning this hugely successful campaign was ‘Electric Moments’, an emotionally-led territory that celebrated the ‘lightbulb’ moment when businesses and drivers realize the benefits of transitioning to EVs. Key to its success was the flexibility of Electric Moments; the extensive pre- campaign research helped us to uncover stories – or the ‘moment’ that EVs just made sense – and that in turn informed the creative messaging.
Covid-19 decimated the UK fleet leasing market in 2020. With most people mandated to work from home, there wasn’t the same need for business- related cars/vans.
But while vehicle numbers in this category dropped 2.2% between Q1 and Q4-2020 (source: BVRLA), there was a 0.7% uplift in consumer (B2C) vehicle leasing, with 15% being electric vehicles (EVs).
LPUK has long sought to reduce the industry’s environmental impact; a founding member of the EV100, the company has committed to delivering net-zero emissions by 2030.
The challenge, therefore, was to find a mechanism to capitalize on a growing EV opportunity – one that would promote EVs, as per the environmental pledge, while increasing orders in a contracted B2B market.
Our strategy for achieving this was to support LPUK in creating a multifaceted campaign, underpinned by emotional creative and messaging, that would:
- Help overcome reservations about EVs.
- Give people confidence to choose electric.
- Position LPUK as the expert partner in transitioning to electric.
What We Did
MEDIA, CHANNELS AND TECHNIQUES
Our media was highly targeted reaching corporate, SME and consumer audiences and combining brand and demand activity ensuring short-term results and long- term effectiveness. We also had to increase awareness of LeasePlan, a key obstacle to overcome for the consumer and SME audience. We aimed to create the ‘surround sound’ effect using multiple touchpoints and ensuring activity was running through- the-funnel. The following channels were used: Radio, Social, Display, Trade Press Partnerships and Credit Brokers.
Immediate Results
- 121% of target MQLs in LPUK’s direct channel, EV orders 122% above target.
- Doubling EV leads in LPUK’s indirect (broker) channel, with an acceleration in order run rate of 142% YoY.
- Delivering an ROI of 538% (c.£5.40 for every pound spent) based on an incremental uplift in year-on- year revenue generated through EV orders.
Long Lasting Value
The campaign is regarded as the most successful marketing campaign in LPUK’s history. Highlights include:
- 4% CTR from the digital activity vs. usual 1.5%
- Half the cost-per-lead compared to normal activity (£30 vs £60)
- Radio ‘listen-through-rate’ of 97.5% - above average for DAX campaigns
- 250 leads from the Raconteur activity alone
- 71k hub visitors
- 147,239 video-views (9,362 engagements)
- 169 pieces of coverage
- 23 radio interview (estimated listenership: 5.3million)