We created an event for all the fleet managers at the Carand Motor Show of Brussels. There we presented all our latestservices and… Mudman. Mudman is a business man in a business suit but covered with mud. Not quite the example of making a good impression. Especially at an upscalebusiness event where you are supposed to hand out business cards. That’s why Mudman handed out his business cards with the following offer: “There’s no second chance to make a first impression.That’s why LeasePlan offers you six months free carwashwhen you order a new car.”

Mudman’s appearance created huge stopping power andimmediate awareness of the new carwash service amongthe fleet managers.

Results: enormous increase of awareness and more than20% of the leasing contracts include the new Euro Wash Cardservice today. Generating an overall profit of €630.000in the next 4 years.