The proposition of LeasePlan is to be a partner for companies for all their car leasing needs. For the Leaseplan staff this means they are on a mission to make their clients’ job easier with service excellence and unrivalled know-how. They have done this from day one and were the first to do so. You can categorically say their staff holds the expertise in the business – and it’s true that LeasePlan customers’ expectations have risen accordingly. The fact is that at LeasePlan standards are met and raised daily. This is why we decided to remind staff of this daily challenge by using everyday office supplies to deliver the message.

The chewing gum was received with a smile and caused a lot of positive rumour around the new positioning. It created a positive opening for the management to implement the new positioning and to carry out corresponding re-organization where necessary.