Driving digital transformation with global enterprise
LeasePlan is one of the world’s largest fleet management and vehicle finance companies and a global leader in the car-as-a-service market, managing over 1.7 million cars on the road. Established in the Netherlands more than half a century ago, LeasePlan has grown to operate in 32 countries world-wide and service a diverse customer base of corporate, SME and private individuals.
Services Provided
- Strategy Content
- Creative design
- Content creation
- Custom website
- Tools and feeds
- MyInvestis
- Maintenance
- Hosting and managed services
The challenge
The transformation to digital
In 2017, LeasePlan announced the launch of their ‘LeasePlan Digital’ program, a strategic move that saw the transformation of LeasePlan from an analog business into a fully digitally-enabled business.
It was essential the site conveyed their core message of delivering ‘any car, anytime, anywhere’ as well as further enhancing the customer journey through the development of new, data driven digital products and services.
In line with this strategy, LeasePlan wanted to move their downloadable 200 page PDF annual report to an online digital platform. The report was required to enhance the customer experience, be highly engaging and interactive while being consistent with company branding.
"LeasePlan operates in a rapidly changing industry. Against this background, it was our objective to create an annual report that would reflect the story of our global brand and update our stakeholders on the progress we are making in our transformation process. With the great support of Investis Digital, we have been able to deliver a powerful report that exceeds our initial objectives.”
, Chief Corporate Affairs Officer, LeasePlan
The solution
During the strategy phase it became apparent that both the print and digital reports were required to be fully integrated to enhance the user experience. It was essential that everything from the visual style, design, tone of voice, order of chapters were entirely in sync to provide a smooth and seamless transition from offline to digital. A conscious effort was also given to tie in the reports to the LeasePlan website.
Each chapter was represented independently through individual designs and visual styling which occupied the entire screen as each chapter needed to hold equal weight in the report. This allowed for rich imagery and bold statements to be introduced, adding maximum impact for the reader.
With only seconds to grab someone’s attention, it was fundamental that the report was captivating and highlighted the key messages for each chapter. This ensured all stakeholders, even if skimming through chapters, could take in the most vital company facts. Visible call-to-actions were also present within each section, providing additional content that directly links back to the relevant chapter in the printed report.
Lastly, the report benefits from a fully responsive design, accessible across all mobile, tablet and desktop devices.
The outcome
The second most visited page on the website with an extremely low bounce rate
Since the launch, the digital platform has become the most visited page on the LeasePlan website after the homepage with 10% of all traffic directed to the digital annual report.
The high level of interactive media keeps the user on the page and exploring deeper. Every chapter has a clear call-to-action, providing access to additional content that directly links back to the relevant chapter in the printed report.
LeasePlan won the gold award for the best online report at the Corporate and Finance Awards 2018.
of all traffic now directs to the Annual Report
most popular page on the website, after the homepage
award-winning online annual report