LeasePlan Case Study - The Brand Bee

Car leasing,
scaled 200x

Repositioning and re-energising SalaryPlan for a global fleet-leasing leader - turning a stalled product into a high-growth engine through strategy, activation and lead generation.

200x

Monthly leasing volume

50x

New clients onboarded

+200%

Warm-prospect reach

Client

LeasePlan

Industry

Fleet & vehicle leasing

Region

India

Duration

8–9 years

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A 55-year legacy in fleet & vehicle management.

With a 55-year legacy in the fleet and vehicle management industry, LeasePlan is a global leader in pure-play car leasing. When its SalaryPlan product came to The Brand Bee, it had not grown in six months and was leasing an average of just 25–30 cars per month, facing significant challenges in positioning and engagement.

Industry

Fleet & vehicle leasing

Service focus

Brand strategy, social, lead generation, email & web

Region

India

02The Challenge

A stalled product, in need of a story.

SalaryPlan had flatlined - leasing 25–30 cars a month with no growth in six months - and needed sharper positioning and engagement.

Stalled growth

No growth over six months, leasing an average of just 25–30 cars per month.

Positioning

Improving brand positioning for a salary-linked leasing offer.

Engagement

Engaging eligible client employees and prospects more effectively.

Differentiation

Standing out as the only car-leasing company in India with such an offering.

03Our Approach

Strategy, activation, and emotional appeal.

Research and analysis surfaced key findings that reshaped SalaryPlan's positioning and engagement strategy across on-premise and off-premise touchpoints.

On-premise activation

Engaged eligible client employees through activations within office premises, such as helpdesks and digital marketing.

Off-premise reach

Reached potential customers at touchpoints outside the office, such as parking areas and car dealerships.
Leveraged the comprehensive online leasing portal to position SalaryPlan as the only car-leasing company in India with such an offer.

Value & emotion

Created a strategy delivering incremental value with a more emotional appeal and engagement.
Monitored engagement to build brand equity and feed the sales pipeline.

Always-on email

Ran a continuous email programme against the same funnel - deal-led emailers carrying live lease prices to SME decision makers, and benefit-led emailers making the SalaryPlan case to salaried employees.
Extended the channel inwards with a monthly company newsletter, keeping sales, service and remarketing teams working off one version of the story.

Capabilities enabled

Research & analyticsBrand & communication strategyBrand collateralsMarketing collateralsInternal brandingAd campaignsSocial media marketingLead generationEmail marketingWebsite development

◆The Work

The creative that carried it.

Brand, website and social, plus the festive campaign, the product film and the email programme that ran behind them.

Brand & Identity

The brand, built to be seen. Identity and visual language designed for recognition and recall.

Website

A web experience that converts. Designed around the customer journey, on every device.

LeasePlan Pre-Owned Car Mela invitation creative

Social

The invite, built for the feed. The Pre-Owned Car Mela announced on social - dates, hours and the address on one frame, the retail partners lined up along the bottom, and an open road doing the rest.

Campaigns

Seasonal creative for the feed, and the film that explains the product in fifteen seconds.

LeasePlan SalaryPlan festive campaign creative

View campaign →

Festive Campaign

Christmas, told in five frames. A festive run for SalaryPlan that turns the season’s gifting language into lease benefits - the winter line-up, a carol line carried across two frames, Santa with the sack, and a new-year sign-off. Tax efficiency, zero down payment and up to 30% savings, each written as something you unwrap.

Video Ad

You don’t have to buy it to own it. A fifteen-second explainer for SalaryPlan - the case for leasing instead of buying, then the four proof points: zero down payment, paid out of pre-tax salary, ordered at the click of a button, and a bigger car for less.

Email marketing

The always-on channel - offers to businesses, benefits to salaried employees, and the monthly round-up that kept the company itself in step.

View emailer →

Emailer

The deal, priced on the page. An SME campaign emailer that puts two live lease offers side by side against their struck-through list price, stacks the six reasons to lease underneath, and leaves one line to reply to.

View emailer →

Emailer

One word, five ways. The SalaryPlan 2.0 emailer built on a single idea - “extra” - repeated across tax benefits, expertise, convenience, services and savings, over an aerial road shot that gives the offer somewhere to go.

View newsletter →

Newsletter

The month, in one scroll. The company’s monthly newsletter, designed as a single long-form email - business updates, people announcements, policy changes and global headlines held in a grid that carries a heavy month without losing the reader.

04Results

From 25 cars a month, to 5,000+.

A repositioned, more emotional strategy turned a stalled product into a high-growth leasing engine.

200x

Jump in monthly leasing - now 5,000+ cars/month

50x

New clients onboarded

+200%

Increase in warm-prospect reach

The new strategy increased engagement with the client's employees and enhanced brand equity in the market.
Now leasing more than 5,000 cars per month - a jump of more than 200x in 8–9 years.
Onboarded 50x new clients that the business now caters to.
A 200% increase in warm-prospect reach, with paid-campaign data helping the sales team plan ahead.

A category of one, scaled.

By repositioning SalaryPlan with a value-led, emotionally engaging strategy spanning on-premise and off-premise activation and lead generation, The Brand Bee helped LeasePlan grow monthly leasing volumes more than 200x and onboard 50x new clients - turning a stalled product into a category-defining engine.

Deeptanshu Bansal

Founder & CEO, The Brand Bee

Towards Better

Car leasing,
scaled 200x

A 55-year legacy in fleet & vehicle management.