ING Car Lease case study
We developed a brand personality through industry experts which brought the media to our door for thought-leading comment
The brief was to develop ING Car Lease’s media profile within a highly competitive industry.
We identified a number of ING Car Lease personalities who were experts in their sectors and champions of areas such as risk, the public sector and commercial vehicles. We developed an online presence for those individuals using Twitter and took them out to meet the media in a series of face-to-face briefings.
- Face-to-face briefings were conducted with every key journalist in the first six months of the campaign
- The key fleet media journalists consistently approached ING Car Lease’s experts for industry-leading comment
- Twitter followers increased from zero to almost 1,000 in just 12 months
“Prova really understands the issues within the fleet management industry and works with our team to dig out the thought leadership campaigns which deliver results.”Mark Gibson, head of strategic marketing, ING Car Lease