Oliver Payne

Behavioural insight & comms consultant

‘06 AVIS ‘Inspired By’

…the online element of the campaign generated over €1,000,000 in incremental revenue - a 3:1 ROI.

Idea Generation | Art Direction | Copywriting


Challenge
Avis had lost its market-leading position in the international airport environment. To address this problem, we needed to re-establish Avis’s service-based credentials, epitomised by their slogan, ‘We try harder’.

Solution
The solution was driven by a key insight. That in the car rental business, customer service is more important than cars. And Avis people really do go the extra mile. In fact they’re always looking for new ways to make the car rental experience better. The problem is that consumers aren’t aware of all this dedication and effort and staff don’t feel the company recognises and rewards them for it.

The first element of the campaign was internally focused. All branch managers were given everyone ‘inspiration doodle pads’ to jot down ideas for new service offerings as they occurred to them. On the reverse of every page was a ‘memo’ that could be sent to the chief executive.

The consumer campaign followed. Every service innovation had been inspired by a member of staff at Avis. And we demonstrated this through a series of doodles for each innovation ascribed to the appropriate person. Hence ‘Inspired by…’

A mix of online banners, airport posters, magazines, direct mail and PR were used to deliver the message that Avis people really do try harder.

“Last night we won Best Digital Branding at the IDM awards for our work on Avis.

This is an effectiveness award and clearly demonstrates the power of Digital in building brands. And in turn proves our credentials as an agency in this space. “

Mike & Guy, Joint MD OgilvyOne, London

Results
The results were extremely positive. Not only did we achieve our brand objectives - seeing significant shifts on key image attributes: ‘Avis are always coming up with new ideas’, a 20% uplift in purchase intent and an 18% uplift in recommendation likelihood. Also the online element of the campaign generated over one million euros in incremental revenue which represents a 3:1 ROI. Not bad for a campaign that was intended to shift brand perceptions rather than generate short term revenue.
The campaign was also received extremely well internally. We are still awaiting results of staff satisfaction surveys but anecdotal feedback has been very positive.


Executive Creative Director: Rory Sutherland
Creative Director: Bo Hellberg
Art Director: Oliver Payne, Neil Elliot
Copywriter: Oliver Payne, Mark Hendy
Flash Programmer: Rob Meldrum
Digital Designer: Tom Robinson
Digital Designer: Julie Featherstone
Digital Producer: Katy Welsh
Account Handler: Oli Goulden