Avis have a longstanding relationship with Mercedes and wanted to leverage this via a co-marketed content platform. The aim? To inspire journeys, make people aware of Avis’ Mercedes fleet and encourage bookings. But in the very crowded travel content space, we needed a unique and compelling angle…
We knew our target audience had a fondness for travel, motorsport (or both). We also knew that to be effective, we needed to make our offering ‘buyable’. This couldn’t be typical brand naval-gazing, we needed to inspire but also make it easy for viewers to do exactly what we were showcasing.
We created a short-form travelogue content series, ‘Street Circuit Weekender’, highlighting road races with an intimate connection to Mercedes racing history, that also combined stunning travel locations. Critically, we showcased the route and locations visited on a microsite and ensured each trip could easily be enjoyed over a long weekend.
‘Great roads. Beautiful locations. Amazing racing history. All in one spectacular weekend.’
The main film and teasers have been viewed over 55 million times and, despite not being an acquisition campaign, there has been a 68% increase in Avis car rental bookings attributed to the campaign. The campaign also generated a 25% increase in brand recall, delivering on our brand awareness and consideration objectives.
Expressing the unique personality of a sector-defining brand
Showcasing an industry game-changing app via advertising and content
Understanding human behaviours to deliver a UK first for the car market