UNLOCKING PREFERRED EXPERIENCES
Avis and Mercedes-Benz are two premium brands with a shared interest. For Avis, offering Mercedes-Benz models in their rental fleet provides customers with a high-end option. For Mercedes-Benz, every time an Avis customer drives one of their cars, it’s an extra test drive. The challenge presented to fst was to help them communicate the partnership, whilst also driving data capture and rental bookings.
After the company’s rebrand and the release of their new “Unlock your world” campaign, Avis lacked the ownership of the high-end car hire market. This is a key market for ABG, and so they decided to partner with Mercedes on a co-branded campaign to raise awareness of both Avis and the new Mercedes C-Class.
To make the most of this exciting partnership, fst worked with Avis to create an experiential campaign that focused on the lifestyle of the affluent target audience. We invited them to choose between three different types of experience – “urban hunter”, “sense stimulator” and “inner trailblazer” – with a chance to win a bespoke experience with Avis and Mercedes as a prize.
The customers could interact with the campaign in three ways – through experiential stands in premium locations around Europe, through visiting the website, and through interacting with Avis and Mercedes via social media.
The roadshow ensured brand exposure to more than 159,000 visitors, giving customers a memorable brand experience and providing significant opportunities for data capture.
IT WAS FANTASTIC WORKING WITH TWO BIG BRANDS AND OBSERVING CONSUMER ENGAGEMENT WITH THE INTERACTIVE STAND. THE RESULTS WERE IMPRESSIVE, TOO!
Lucy Shaw, Senior Account Manager