Dutchlease: More leads and deals for full operational lease


DutchLease is a subsidiary of Volkswagen Pon Financial Services, the largest Automotive financier of the Netherlands and the second biggest lease company of the Netherlands.

The Question

How can we get more exposure for our Full Operational lease product? DutchLease has determined that their primary goals are: generating traffic, making quotes for lease products and sharing information with prospects.

The Results

We started the campaign with radio commercials on BNR (Business News Radio) and with billboards (Digital Out Of Home). Immediately there was a significant increase of 24% in search traffic with the word DutchLease. There was also an increase in visitors to the website and a conversion rate between 2% and 3%. Direct sales were higher than during the same period the year before.
Due to the collaboration of DutchLease, Studio QKLQ and New Sales Company this campaign was very successful for all concerned.


The Approach

In order to generate more leads and deals we developed a marketing media plan. All media channels (see below) were fine-tuned to make sure we had optimal results. The target audience consisted of fleet managers (self-employed & SMEs) and business lease drivers between the ages of 25 to 45.
In order to connect with this target audience we used the following media channels:

·Digital radio
Tell-function, target area: Amsterdam region
· Ether Radio
Tell-function, target area: Nationwide (BNR Radio)
· Digital Out of home
Tell-function, target area: Amsterdam region. Targeting with high-impact-content at public transport stations during rush hour and linked to a Spotify campaign.
· Online Display Advertising
Realising impact via specific targeting of the desired audience and thus generating relevant traffic and increasing conversion.
· prettysocialmedia
Branded content on the Facebook page of AutoWeek magazine (nationwide) in order to generate relevant traffic and to increase conversions.

Listen to the Radio commercial for DutchLease:

New Sales Company - Machteld

More info?

Machteld - Human Resources