Toyota & Lexus Fleet
Automotive |
Achievements at a glance
29%
YOY sales increase
37%
rise in test drive requests
65%
increase in new visitors to the website
25,000+
eDM views/forwards
The 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.
The 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.
“Clear’s support in fleet notably included a ground-breaking creative solution that challenged perceptions, made us stand out in the marketplace and substantially increased sales.”
Jon Hunt
Senior Manager, Hydrogen Transformation at Toyota (GB) plc
Have a brief?
We collaborate with clients at all stages—some come to us with detailed briefs, others with just a challenge to solve. No matter where you are in the process, we’re ready to start the conversation.
