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.

The Results.

A new direction

Although the campaign pushed Avis away from the kind of messaging traditionally seen in the sector, it was worth the risk:


average ad recall across the five European markets


new app users


boost to brand consideration


increase in web car quotes in in cities where the ads ran.


“[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