Assignment GE Capital Solutions offers various forms of corporate financing for different kinds of equipment. The company’s main business segments include office equipment, storage, construction machinery, and not least car leasing (fleet services). The goal of the summer campaign was to build up the image of GE Capital Solutions as a large, interesting and knowledgeable player in the Swedish fleet-market.

Target group GE Capital Solutions’ target group for the activity was first and foremost fleet managers at major companies and in the public sector. A secondary objective was also to reach all employees of these organisations who might require a leased car.

Concept In collaboration with GE Capital Solutions, Agency compiled extensive statistical data on all leased vehicles in Sweden, i.e. not just GE Capital Solutions’ own vehicles. These figures were then broken down in a number of different ways in order to generate interest within different media.

The breakdowns were aimed at finding interesting comparisons between different branches and regions in Sweden with regard to, for example, choice of brand, model and colour as well as how many opted for a green car alternative.

On the basis of this data, Agency produced studies that it could use to work the different media with what was for them highly interesting information. As the target group mainly consisted of companies and the public sector, Agency chose for the first phase of the campaign to use a study that compared what kind of company cars were chosen in the financial sector as opposed to the public sector.
In the second phase, we focused on the IT sector and green cars. All together six different breakdowns of the data were used for targeted efforts toward different media.

Impact Car Leasing in Sweden generated publicity throughout the country, and in a wide range of media beyond the activity’s primary target media. Articles and graphics on the study were published in media throughout the country, and appeared in newspapers as well as on the web.

Prominent among the media that wrote about Car Leasing in Sweden are Dagens Industri, Svenska Dagbladet, Dagens Nyheter, TT, Sydsvenska Dagbladet, Göteborgs-Posten, Norrbottens-Kuriren, Västerbottens Folkblad and Upsala Nya Tidning. Important trade publications such as e.g. Computer Sweden and Teknikens Värld also carried various breakdowns of the study. Altogether the campaign resulted in over 80 articles in newspapers and on the web.