With the growth customer in focus, there needed to be a bold direction that balanced the emotional and rational reasons to choose Hertz – driving this audience from brand awareness through to consideration, answering the buying journey question: why choose Hertz?
With intimate knowledge of the car rental category, the traveller’s wants and desires, and a longstanding strong client relationship, we got to work to uncover the sum of the Hertz experience that creates extra special experiences for its customers.
Working closely with our client team, we quickly set our sights and effort on the Hertz growth audience: the Discerning Traveller persona who travels in different modes of leisure, business, family and friends – craving fun experiences across it all.
From the co-creation of creative territories amongst our strategy, account management, and creative teams, we moved into concept development covering an integrated approach to inform a media plan based on our target’s habits and lifestyle.
Our idea opened us up to the possibility of aligning with talent who live and embody the values important to Hertz and our audience. Here, we defined the criteria for an ambassador, engaged on all comms, and collaborated on scripting and exciting ways to bring the work to life.
Working with our trusted production partners production covered motion and stills capture for TVC, OOH, publisher, paid and organic social, website, digital, and in-store assets.
Video Completion Rate
Website Conversion Rate Improvement
Households Reached
Video Completion Rate
Website Conversion Rate Improvement
Households Reached
“At the heart of it, we are here to enable memorable, extra special experiences for people and their families.”