We’re ecstatic to announce that last week, The Drum recognised the innovative work of The Media People and our creative counterpart Collective London for our Avis campaign. They commended it so much, that we won two awards for Transport and Classic Posters & Banners for their OOH Awards!
“Not only did we exceed our goals in terms of app downloads, we also significantly increased awareness of the Avis brand, which fed through to increased rental bookings and delivered a strong ROI for us.”
Success can often make things look simple, but we had to take a different approach here. Although we’ve always thought of our audience before our channels, we thought it was important to acknowledge the failings of the car hire industry first. The arduous process of hiring a car, those sneaky fees, and the weak customer service all pointed towards an epidemic within the car industry: a complete lack of consumer trust.
We had to take a step back and appreciate that the industry makes mistakes, Avis had made mistakes, and it was time to rectify that, turning Avis’ consumer experience into something convenient and easy. With brand consideration declining across the industry, the opportunity was clear that we had to differentiate in order to deliver an improvement in brand consideration and an increase in app downloads.
Our target demographic appeared to be the 35 – 55 year-old professionals who we had known to be particularly time poor, and so choosing the most successful formats and locations for the media buys was imperative. Using in depth market research, a detailed audience analysis, and identifying any unique display opportunities in our curated locations were huge steps in ensuring maximum visibility. Alongside this, we worked in conjunction with the creative agency Collective London so audiences could view three humorous ads ‘Lemons’, ‘Peas’ and ‘Coffee’ at major transport venues like train stations, airports and subways across the European market.
The results were unreal, leading to an increase in brand consideration across our five European markets of the UK, France, Italy, Germany and Spain. There was also clear, tangible evidence that showed an increase in app downloads and sales with more customers getting new car quotes in the same locations as our OOH campaign.
We wanted people to know that they could ‘journey to better’, showing that Avis had recognised the short comings of their industry, and that they were genuine enough to try and fix this. The well-chosen ad placements, the improvements in the app, and the humble creative messaging meant that customer’s finally felt in control of their car hire.
Two awards later, we’re incredibly happy to say that we’ve surpassed the work of Hendrick’s Gin, Hyundai, and even the TV channel Dave UK! Extending a huge congratulations to everyone involved: Avis, Collective London, and of course our fabulous team at The Media People. Here’s to many, many more!
“The Media People and Collective London’s integrated way of working and excellent planning allowed us to identify and pinpoint our target customer and successfully delivered our message to them. They 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.”