FlexFleet

Flexible Fleet

BACKGROUND - FlexFleet was a small independent Australian owned company operating in an $8 billion market. They had very little brand awareness outside their existing clients. Clients who all enjoyed an unrivalled level of service!

OBJECTIVES - Make FlexFleet a serious ‘player’, and change perceptions from a ‘small time operator’ to a comprehensive fleet leasing and management service.

STRATEGIC INSIGHT - Big company leasing agreements reflect their business practices – big, impersonal and set in stone. FlexFleet understood people wanted was to work with someone who could tailor the most effective lease agreement for their business.

SOLUTION - After meeting the team, we had an idea the answer to FlexFleet’s growth lay with its name and it’s people. After spending time at head office we got a real sense of willingness to help and ‘personal’ service from the staff. “We’re different from the big guys. They dictate terms of business things that suit them. “We give our customers leasing they want, not what we want.” We wanted the market to feel this too.

CREATIVE IDEA - The creative challenge was to clearly communicate the FlexFleet brand promise whilst standing-out from the big spending big brands. Our biggest benefit over the competition was the attitude to service from the staff - so we used them in the campaign. But not before we put them through yoga lessons to make them ‘the most flexible fleet leasing company’!

MEDIA USED - We developed a totally integrated approach and repositioned FlexFleet via a trade magazine campaign, new website, online, collateral and corporate I.D.

RESULTS - From the beginning, ‘people noticed and the phones rang’ - Brendon Child, Managing Director. From their humble beginnings in Sydney’s Western suburbs, FlexFleet have now expanded their business into Melbourne and Brisbane, have joined forces with DaimlerChrysler trucks and have expanded to the waterfront servicing business on the Sydney and Melbourne docks.

Workshop