Publicis Mojo, Melbourne launches ‘Hertz Collections’ via 33 major airport supersites
Airport commuters will today be exposed to Hertz Australia’s bold advertising campaign, unveiling the company’s new product range – ‘Hertz Collections’. The campaign -via Publicis Mojo Group (Mojo Melbourne and ZenithOptimedia) takes an approach that is a first for the car rental category, securing 33 Airport Supersites to showcase 17 different messages.
Publicis Mojo, Melbourne new US born executive creative directorFranklin Tipton, who arrived from Goodby Silverstein, San Franciscoearlier this year, said the opportunity to engage with the targetmarket in such a unique environment offered possibilities to extend themessage into several executions: “The message is varied, fresh, andentertaining – relaying exactly the right message to the targetaudience about the launch of ‘Hertz Collections’. ” he said.
“It was a great team effort to get this campaign turned around withina tight time-frame. In this case the team and the client werecompletely in sync working together on both the connection andcommunication task.”
‘Hertz Collections’ is a new product, offering new cars under thebanners of Fun, Prestige and ‘Green’. ZenithOptimedia’s Partner, MartinMcKinnon said the implementation of the campaign was an audacious wayto launch this new initiative with a high impact, direct approach tothe target market: “We found that high value car rental customers were5 times more likely to travel by air on business, which made frequent,varied visibility around airports absolutely critical,” he said.
The ZO team secured 33 Airport Supersites: 18 in Sydney, 4 inMelbourne, 6 in Brisbane and more in Adelaide, Perth and the GoldCoast. The Mojo team developed 17 separate creative executions to run (many onsequential poster sites) at these major airports, based on the brandpersonality of positive, fun, light-hearted, adventurous and unique.
“It’s hard to remember a time when a car rental company has had thisdegree of airport coverage around Australia,” McKinnon said.
5 Comments
Given such in such short time, the effort of the team has to appreciated which turned around this campaign. The communication between the team and the client is testing times was noticeable.
Melbourne Airport
Looks like the ad from Manly Daily!
Melbourne Airport – is English your second language?
Loving the super pumped up PR blurb for a headline pun campaign. Very American.
This is great stuff.
The headlines (and their juxtaposition with the pics) are short, sharp and witty.; Congrats Mojo.