National Car Rental Advertising Agency

Patrick Warburton Helps National Turn “Control” Into a Character

When Enterprise purchased National Car Rental in 2007, Cannonball was tasked with bringing the brand out of dormancy.  We arrived at a singular focus, “The Business Pro,” who simply wants speed, choice and control when it comes to renting a car.

Then, we introduced Patrick Warburton as “The Control Enthusiast”, a character who could use business acumen and humor as a way to make an emotional connection with our target consumer.

The Results

Unaided awareness has grown from 11% to 37% since the campaign began in 2011.

Airport market share has increased 38% since 2011.

Campaign has significantly outperformed norms in all consumer-scored categories (Makes brand appealing, likely to use, enjoyed watching, and would talk about with friends).

National Car Rental Control Enthusiast Patrick Warburton