The Offer: The Hertz Corp.‘s global “The Gas and The Brake” campaign included a Getaway Giveaway in which US consumers could sign up for the chance to win a free weekend car rental. Hertz gave away one rental every hour for the first 100 hours of the campaign, which kicked off May 2, and one free rental every 100 hours after that until the campaign ended June 13. The contest also included a grand prize Chevy Camaro SS.?
The Data: Site visitors had to enter an email address and basic contact information to play the daily instant game for a chance to win the weekend rental. Participants could also refer a friend for up to three more chances to play. They also received a coupon code for a Hertz rental upon playing. A link in the online window invited them to book a reservation.?
The Channel: In addition to the brand microsite, Hertzgiveaway.com, the campaign features 30-second TV spots that highlight carefree, adventurous types, “The gas,” and more reserved personalities, “The brake.” ?
The Creative: WPP creative agency G2 USA and Omnicom Group’s DDB worked on the campaign. The disparity between the two types of vacationers featured in creative spots indicates the breadth of services Hertz can offer its customer base, regardless of personality type. An animated mascot, Horatio, whose voice is provided by actor Owen Wilson, serves as campaign spokesman.?
Verdict:
Ben Sutherland is global head of direct at media agency Mindshare, part of WPP’s GroupM. He works across Mindshare’s client portfolio to develop more accountable CRM strategies for brands worldwide. He was previously media director at Rapp. Sutherland is based in London.
Two choices to explain the human condition? Advertising should be about making the complex simple. The actual engagement mechanic for the communications platform is good, but you may not get that far. Am I the gas or the brake? It seems to be asking whether I should be on Ritalin or in the Chess Club. ?
