Meet The Control Enthusiast
THE OPPORTUNITY: Develop a campaign around the insight that National Car Rental customers desire to be in total control of their travel.
THE JUMP: Unaided awareness grew from 11% to 37% and overall market share points grew 2.2% after the launch of our campaign featuring an original character – “The Control Enthusiast”.
A Fully Integrated Campaign
Along with a national TV campaign, the Control Enthusiast also came to life at branch, on banner ads, and through a digital content series called “The Control Enthusiast’s Guide To Life”
An Ad We Encourage
You To Skip
To highlight National’s selling point of being able to skip the counter and go straight to your car, we created a pre-roll campaign with our Control Enthusiast encouraging viewers to skip the ad. The Campaign won multiple regional gold ADDYs, including “Best In Show”.
It’s Good To Be Boss
National was the leader for the concept of choice with consumers. Plus, our campaign shattered the norms in all consumer-scored categories.
Leader for the concept of choice with consumers
40 index
vs.
24 Avis/27 Hertz
from
11% to
37%
grew
2.2%
Makes brand appealing (norm 56)
Likely to use (norm 38)
Enjoyed watching (norm 55)
Would talk about with friends (norm 33)
