LeasePlan embarked on a bold mission to become the leading car-as-a-service provider, kicking off their new global strategy with an over-the-top campaign featuring Richard Hammond. But a lot more is needed to become the industry leader in the digital realm.
The initial homepage was dedicated mainly to the global campaign. To create more buzz, the second homepage we created focussed on slick interaction and LeasePlan’s future vision. Once more product features went live on the new platform, a third homepage was created with a more functional approach.
Dealing with several different propositions and target audiences can be tricky. Especially in cases when you don’t know who the visitor is. To help users navigate to, and stay within their preferred feature, but always giving them the option of switching, we created a three level navigation optimised for all devices.
A big chunk of visitors consists of existing LeasePlan drivers with questions. We created an intelligent service section to help clients help themselves rather than immediately calling customer service.
Rolling out several value streams by different teams, each with their own timelines, presents some major challenges. To ensure that countries could present campaigns and special offers on the new platform, even when their core leasing product was not yet available on it, we enabled countries to create diverse landing pages to promote cars on other (legacy) platforms.
On the side, I was also responsible for creating the internal branding for the newly created LeasePlan Digital team – a team that grew to more than 120 digital professionals in less than a year.
