Europcar, the leader in car hire services in Europe for both leisure and business users, has hit the TV screens with the launch of a new, unique, service for leisure travellers. The multi-faceted above-the-line advertising campaign sees a high impact, humour-led television advertisement appear across peak time slots through the Summer, as well as feature high profile outdoor, tube and taxi poster advertising and integrated social media, e-marketing and PR activities.
The new service, freeDeliver, aims to give back time to customers by providing free delivery and collection to home addresses, and reflects Europcar’s market leading position as an innovator in delivering customer-service focused car hire.
The advertising campaign has been developed by Ogilvy & Mather and poses the question: “What would you do with the hour you save?” The TV spot features a regular guy (Jonathan Alden) busting out some killer dance moves all around his house, to the 1990’s club classic ‘Gonna Make you Sweat’ by C&C Music Factory. His energetic routine is interrupted by the Europcar freeDeliver driver ringing on the doorbell to drop off his hire car.
Firmly reinforcing Europcar’s position as number one in the European car hire marketplace, leisure travellers will be targeted on prime time television – including slots between Coronation Street and Britain’s Got Talent. Complementing the TV activity is an intensive outdoor campaign to include key sites on the Underground, Rail stations and London taxis.
To reinforce the proposition with some fun and humorous responses, Ogilvy & Mather has also developed an innovative Twitter campaign to encourage people to participate and tweet a response in real time to #myextrahour. Rail digital screens will feature a panel showing the rolling tweets – the first time this has ever been done before in this medium.