Citroën had a new range of cars and wanted to gain a greater share of the UK Fleet Market.
The risk? Fleet managers have preconceptions of car brands. Citroën may have changed a lot over the years, but fleet managers didn’t know that, and weren’t prepared to find out.
Brands learn and grow – just like people. We used LinkedIn to find out each fleet manager’s first job and sent them a bottle of wine congratulating them on getting it. An accompanying letter reminded them that if they’d changed between now and then, why wouldn’t Citroën have done the same?
A 40% response rate, resulting in 17 meetings and generating over 2.4 million in new business.