Brief

Regional automotive leader Proleasing Grup is a company that started its activity back in 2001, in a rented flat in Ploiesti. 15 years and 15 business awards later, Proleasing asked us to help them celebrate their anniversary by giving back to all company stakeholders.
That was no easy task, as we aimed to engage not only business partners, clients and employees – but also the local community.

Insight

We approached the project like a puzzle where all pieces need to perfectly fit together to generate a personal interaction between each engaged party and the Proleasing brand. We created a story of the past, present and future, that took place over a whole week of activations named “15 years of Proleasing” Celebrations.

The Challenge:

You are a local business, however successful, residing in one of the satellite cities around Bucharest, however industrial or dynamic.
You activate in the specific field of car distribution and repair and your location is far from the city center, where the action is, however limited. You are the destination of specific needs and requests, not of fun or entertainment. You are serious and corporate, because you represent brands that have that in their backbone.
You’ve been an active part of the community, by partnering with different cultural and sports events in your area, sustaining the local philharmonics, the local theatre, the local schools or the local sports for health initiatives. However implicated, you are but a partner, a secondary act on a small stage.
For fifteen years of constant growth and increasing success, you’ve always been a part of someone else’s story, while few have been part of your own. That is why our client, Proleasing Grup, has felt the need to cease the occasion of its 15th anniversary and step up with a project that, for the first time in the company’s history, was centered around its heritage, its performances and its vision.
Our challenge was to bring their wish to life and generate a series of activations that would make Proleasing the star of its own show, gathering the team, the clients, the partners and, most of all, the local community, around our client, in ITS location, by designing unique experiences that motivated everyone to jump on board.

The GOOD Solution

The celebrations were held at the Proleasing showroom complex in Ploiesti, where we designed an experiential journey through time: from the oldest to the newest spaces, we held an exhibition of large scale photos showcasing key moments from the company’s beginning to present day.
The journey continued to the future: the newest showroom hosted a technology exhibition, with presentations from worldwide brands and young local inventors. To round out the experience, we also designed a cinema hall where we organized viewings of “No Limits” – a visionary film that presents how man and technology can work together.
The first ones to enjoy the experience were the company employees, who were invited to have the location for themselves and their families, in an informal party to mark the start of the celebrations. Next, the locations were open for the weekend to the public, as many locals paid us a visit. For the following days, it was all about community AND future: as part of the “Scoala Altfel” programme, Proleasing hosted hundreds of highschool students, who got a tour of the whole event and participated in viewings of the “No Limits” film.
The series of celebrations was concluded with a posh cocktail party that was attended by over 200 Proleasing partners and clients and where the entertainment was – naturally – ensured by young aspiring local artists.
That is how we successfully managed to bring together business and community, past and future, in a week of continuous joy.