Brief

After eight years, the Avis Preferred loyalty program no longer stood out in a competitive market. Customers were unaware of its full benefits, and sign-ups had slowed. Avis needed a fresh relaunch campaign to drive new memberships whilst re-engaging existing members.

Communicate the ease of signing up and the instant VIP perks in a compelling, attention-grabbing way.

Strategy

We captured the instant joy of joining Avis Preferred. From the very first rental, members receive a 10% discount, along with exclusive benefits like free upgrades, Priority Service and more.

The creative brought to life that VIP feeling you get from the moment you sign up.

Proposition

More rewarding car hire.

Outcome

  • Established Avis Preferred as a more rewarding, hassle-free loyalty program in the minds of frequent renters.

  • Drove new sign-ups by emphasising instant benefits, with messaging refined for different audience segments.

    Shoot cost: under 30k