At a very stylish brand event, which was attended by important clients and prospects, we introduced a mystery guest who was dressed very smartly but was totally covered with mud. He politely greeted the other guests and distributed his “business card” which made the point: you don’t get a second chance to make a good impression. At the backside of the card, people discovered the offer of Leaseplan: a free car wash to make sure your car always looks as good as you.

The intervention of our mystery guest built immediate awareness with the key audience of fleet managers and decision makers of large corporations. During the event, 686 business cards were distributed. The initiative led to 150 new contracts in the months following the event. In a time of crisis, where companies reduced their fleet budget and the overall fleet market shrunk 0.5 percent, this was an exceptionally good result.