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| CLIENT |
Avis |
| CAMPAIGN |
Soundtrack To Your Holiday |
| SERVICE |
Integrated Campaign |
| TERRITORY |
uk |
| OFFICE |
London |
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| The Challenge |
Avis Europe wanted to embrace the digital channel to, drive sales through increased customer loyalty, without focusing on price as the primary driver and significantly increase the number of subscribers to the Avis Europe email database.
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| The Solution |
Bringing back the emotion to the car rental market, Profero found the Proposition – "Soundtrack to your holiday" and from this two ‘soundtrack' promotions evolved.
The first encouraged 10,000 customers to book online to create and then receive a free personalised ‘Soundtrack to your holiday' CD in time for their trip.
Utilising online and newsletter promotions, the customer was directed to a CD microsite and depending on their answers to the questions a personalised CD was delivered to their door.
The second promotion allowed every Avis consumer a chance to win an i-Pod shuffle when they signed up to the monthly newsletter. To ensure the highest possible leads, Profero only promoted the campaign on Avis properties e.g. each local Avis website, direct marketing off and online to existing customers, point of sale activity across 14 key Avis airport counters in Europe, Car tags and A5 forms.
To support the ongoing communication and drive sales further Profero created splash pages, emails, and newsletters.
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| Results |
The promotion has run across 14 countries and 17 languages and has so far acquired 80,000 new sign ups to the monthly newsletter.
Through the CD promotion, rich data has been captured by each country including customer data on where their customer base travels, who they travel with and why they travel. This information is being used to refine the ongoing customer experience.
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"We were extremely impressed by the creative strategy presented by Profero, which was backed by very strong strategic planning and thinking."
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Mirko Behnert, E-commerce Manager for Avis Europe
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