Plan B™
The Agency Alternative
Donlen
Fleeting Brilliance www.donlen.com Donlen was hardly a big name, even in the somewhat small universe of fleet management companies. But their innovative services cast a long shadow, helping their customers improve their fleet management in six key areas—and ultimately, saving them big money. Donlen’s key challenge: making their brand stand out in a market dominated by a few major players whose marketing budgets dwarfed theirs. Plan B helped them refine their message, tying each of their core services directly to a quantifiable business benefit to compose a compelling, logical case for the advantages of Donlen as compared to their larger competitors. Once we’d defined the ways in which Donlen was superior to the “big boys,” Plan B created this series of ads, each focusing on a different one of Donlen’s six core competencies, weaving a persuasive argument using support from the other five. Employing distinctive design and clear, benefit-driven copy, these ads undermined the “big budget” competitors with a message that was simple, credible and impossible to ignore, placing Donlen’s brand on par with companies 10 times their size. In other words, if Donlen was David, Plan B was their sling shot. And you know the rest.