17.4%
AVERAGE AD RECALL ACROSS THE FIVE EUROPEAN MARKETS
185,000
NEW APP USERS
14%
BOOST TO BRAND CONSIDERATION
7x
INCREASE IN WEB CAR QUOTES IN IN CITIES WHERE THE ADS RAN.
July 29, 2020
Avis
Avis puts customers in the driving seat with car rental options, via big-impact light-hearted campaign
The Brief.
To rebuild trust and drive sales by making Avis stand out in the crowded car rental market.
The Solution.
CUSTOMERS, CHOICE, CONTROL
In a sector fixated on price as the key to attracting customers, and interest declining, it was time to have an honest conversation and face the negativity head on.
The target audience had been identified as: high frequency renter, 35-55 years old, regular traveller, professional, and a European communications strategy and campaign, across five markets, was developed based on this target.
Transport hubs gave the ideal media opportunity and allowed for a longer story to be told on platforms, big screen and large corridor takeovers. The campaign pointed out the absurdities of current practices in the sector in a light-hearted and engaging way. The new Avis app, that puts the customer in the driving seat by allowing them to tailor the car to suit their particular requirement, was also promoted.
Testimonials
“[The Media People] worked at pace and liaised with our wider international team with bespoke local market needs and tight deadlines. They did this all in a practical and fun nature throughout, which made them great to work with”
– JOHN GOODBODY, HEAD OF MARKETING, INTERNATIONAL AT AVIS BUDGET GROUP INTERNATIONAL
All Nippon Air
To raise brand awareness of All Nippon Airways (ANA) as Japan’s largest and only 5-star airline for their London to Tokyo route and communicate this to potential guests.
- 800% increase in EMEA routes to japan
- ANA is growing four times faster internationally than it’s main competitor.
- 8.2% increase in European passengers since 2018.
- 5.1% increase in total revenue in the last year
Shared Ownership Week 2023
A decade ago, The Media People identified the remarkable advantages of Shared Ownership.
- Our Content Was Seen Over 11 Million Times… And Heard Almost 7 Million Times.
- 18.3 Million Impressions Delivered Offline And Online.
- 20,000 New Website Visits To Our Shared Ownership Week Website.
- 22,669 Leads Generated.
- 553,000 3 Second Video Views.
- £155,000 Media Investment… With An Additional £46k + Media Value.
Avis
Although the campaign pushed Avis away from the kind of messaging traditionally seen in the sector, it was worth the risk.
- 17.4% AVERAGE AD RECALL ACROSS THE FIVE MARKETS
- 185,000 NEW APP USERS
- 14% BOOST TO BRAND CONSIDERATION
- 7X INCREASE IN WEB CAR QUOTES IN IN CITIES WHERE THE ADS RAN
Spill the tea with Churchill Living
Following the Churchill Promise Christmas Campaign, we wanted to continue to hear from the Owners of Churchill Retirement Living.
- 28.5K organic social views
- 1.2k organic engagement
- 141% increase in organic website traffic
- 727k impressions
- 18k clicks
L&Q PricedIn Case Study
The campaign continued to generate the high levels of leads L&Q had been enjoying but by building a more accurate picture of the target audience it meant those leads were now much more likely to be eligible for Shared Ownership. The process became more time and cost efficient for L&Q.
- 90% OF APPLICANTS ELIGIBLE FOR SHARED OWNERSHIP
