Key takeaway
A successful global rebrand migration, from LeasePlan to Ayvens, requires the perfect media strategy, leveraging Sky AdSmart’s geo-targeting and high-authority brand ambassadors to achieve market awareness within a single media cycle.
Strategist’s Insight – Kieran Killeen
“Our strategy for Ayvens was to use Jamie Heaslip as the familiar face of the transition. By flooding the Match Day environment, both physically at Lansdowne Road and digitally via AdSmart, we ensured that the new Ayvens identity felt established, credible, and dominant from day one. Making sure we didn’t lose the existing Leaseplan crowd. An extremely fulfilling project to work on”
The Brief
Following the global merger of LeasePlan and ALD Automotive, MNG was tasked with launching Ayvens in the Irish market.
The objective was to transition LeasePlan’s immense brand equity into the new Ayvens identity, ensuring that existing B2B and B2C customers understood the benefits of Ireland’s largest vehicle leasing company.
The Strategy
Our approach focused on “The Unified Launch,” using a high-impact sporting window to anchor the brand in the Irish psyche, which was where our target audience were consuming media.
Hybrid TV Targeting: Utilising Sky AdSmart for surgical regional targeting (Dublin North and South-East) before scaling to a national audience on the Sky linear network.
Proximity OOH & Experiential: Dominating the Lansdowne Road catchment area on match days to capture high-value SME and consumer demographics.
Digital Social: Using high-value ticket giveaways and interactive content to transform passive brand awareness into active digital engagement and data capture.
The Implementation
High-Stakes TV Production: Rage and Tilt, produced a 30-second TV commercial featuring Jamie Heaslip, positioning Ayvens as the new standard for automotive excellence.
Hyper-Local OOH: Deployed Metro panels within a two-mile radius of Lansdowne Road, supplemented by a giant screen takeover and branded experiential vehicles to create a takeover feel for match-goers.
National Radio & Social: Aired complementary 30-second spots on national radio stations, synchronised with targeted social media activity to ensure a consistent, multi-channel frequency.
The Results
Seamless Identity Migration: Successfully introduced Ayvens to the Irish market, maintaining LeasePlan’s “Market Leader” status through the transition.
Massive Match-Day Impact: Achieved dominant “Share of Voice” during major international rugby windows, reaching hundreds of thousands of pedestrians and commuters.
High-Efficiency Targeting: The Sky AdSmart integration ensured the brand’s “Premium” message reached the most relevant postcodes, maximising ROI on broadcast spend.
