Avis releases new campaign repositioning the car rental industry
Last week, Avis began a new campaign in an effort to reposition the rental car industry. Avis, previously known as “No.2, but they try harder,” is now the “largest general-use-vehicle-rental company” in the country, as stated in Ad Age. Despite the strong reputation of Avis, car rentals are still seen as a last resort, reserved only for when a car is in the shop, or as an afterthought when planning a vacation.
The current Avis campaign that was released this past week is targeting business travelers who view business trips as chances to have some fun on the side. Their strategy persuades customers to “have an affair” with one of its cars. Avis is encouraging customers to view rentals as a break from the ordinary and an opportunity to trade up their cars for a day. Kim Lewis-Collins, director of brand marketing for Avis said, “We’re trying to make car rental sexier.”
And that they do. The “It’s OK to Cheat on Your Car” campaign contains four 30-second spots directed by Speck/Gordon. Ad Age described the spots as clever and dark, “each portraying a dejected, jealous family car decrying its owner’s straying behavior.” The spots not only provide humor for viewers but also work to promote the signature offerings of Avis. This television campaign is also supported by print, online and out-of-home elements. Ad Age describes this campaign as a major departure in the history of Avis, as well as the category overall, which has normally focused on operational excellence.
This campaign is an excellent way for Avis to encourage the daily use of rental cars. Avis is already number one in the eyes of the public, when thinking of rental cars. This campaign, as different and edgy for the rental industry as it is, will serve to remind viewers of the excitement associated with owning a new car, even if just for a day. It made the rental industry more seductive, almost as a way to escape briefly into a new life with your new car. I believe that this is an excellent branding decision for Avis that will bring the rental market into a new direction entirely, one that does not include simply renting cars for trips to and from the airport.
http://adage.com/article?article_id=124968
posted by Sarah Kate @ 8:52 PM
1 Comments
1 Comments:
I like the idea and direction of their new campaign, but I'm not completely sure it will translate into better company / industry performances. With the ever slipping state of the economy, I think it will be hard to convince consumers to spend extra money on an unnecessary luxury like renting a car for a night out on the town. Besides, most people like the cars that they drive on a daily basis, which is why they bought them in the first place. Again, I really like the campaign from a creative stand point, but from a business point of view, I'm not completely convinced. I think their last campaign was succesful because people bought into the idea of getting a better service. One area where I think this campaign will go well is for people attending events such as proms, weddings, funerals (?), etc. and within that group, it will probably be successful with car jocks (the guys just itching to get behind the wheel of a new corvette). Again, most people simply don't have the financial luxury right now to actually do this, although they may want to.
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