SIXT launches into the Australian market with ‘Above and Beyonding’ campaign via Bastion
SIXT, the newest player in the vehicle rental and mobility space, has launched with a bang into the Australian market with a new campaign via Bastion Creative and Bastion Experience teams.
The integrated campaign was developed and launched to market this December. Leveraging the brand positioning of “Above and Beyonding“, the campaign includes eight separate film executions, a suite of digital, as well as extensive print and outdoor components, with specific creative to support 163 retail locations.
SIXT is a global vehicle rental and mobility provider spanning over 100 countries. With over 163 locations in Australia, SIXT arrives with an incredible fleet of over 16,000 vehicles including cars, trucks, vans, utes, SUVs, and also premium and electric vehicles.
SIXT launches in Australia under a wholly owned licence held by the NRMA.
Says Kristy Thomas, general manager marketing, SIXT Australia: “The launch campaign for SIXT in Australia reflects our focus on raising the bar across the board. Australians can now expect more from vehicle rental with a new and exciting fleet along with our SIXT star service and our aim to make people and their things easily mobile.”
The TVC, directed by Jesse James McElroy, features Australian actress Helen Dallimore.
The SIXT brand will also take centre stage across the Big Bash League this summer with sponsorships in place for both the Sydney Thunder and (of course) Sydney Sixers, brought to life across the “Summer of SIXT” activation.
Says Thomas: “The Bastion team, across Creative and Experience have been instrumental in crafting our local positioning, showcasing great aptitude in balancing global localisation and applying creative flair for our launch as SIXT in Australia.”
Says Georgia Arnott, executive creative director, Bastion: “Vehicle rental is a category that has taken itself too seriously for a while now, and we were delighted with the vision of the SIXT team to deliver a bold message but also one that is refreshingly fun.”
Says Jack Watts, global CEO, Bastion: “It has been an honour to launch the SIXT brand in Australia alongside the NRMA team. It’s a rare and exciting opportunity to take a dynamic global brand, localise it in partnership with NRMA and SIXT head office in Germany and launch it with a wide integrated campaign across so many touchpoints.”
The campaign launched on the 2nd December and will run across TV, digital, print and OOH.
Client: SIXT Australia
CEO: Matthew Beattie
General Manager, Marketing: Kristy Thomas
Agency: Bastion
Bastion Creative
Executive Creative Director: Georgia Arnott
Creative Director: Laurence Cronin
Creative Director / Writer: Jarred Lowe
Creative Director: Scott Hopkin
Planning Director: Sarah King
Client Partner: Andrew Henderson
Account Director: Chris Khoury
Senior Producer: Darren Gibson
Bastion Experience
Client Services Director: Bridget O’Sullivan
Group Director: Nick Sloman
Creative Director: Gus Magee
Creative Strategy Director: Mitch Crowe-Hardy
Bastion Films
Executive Producer: Stephanie Ceccaldi
Director: Jesse James McElroy
Producer: Kim Kirby
Junior Producer: Camila Beckford
DOP: Danny Ruhlmann
Editor: Mark Bennett
Colourist: Scott Maclean
Post Production: Fanatic Films / Russell Master
Sound Record, Mix & Music Composition: Rumble Studios
Rumble Studios Executive Producer: Michael Gie
Casting: Danny Long
Media Agency: Spark Foundry Australia
9 Comments
“We try harder”
Like it, refreshing for a car rental company to do something different.
What’s different about it? There’s a lot of talking but no point of difference.
a woman driving a truck
A woman driving a truck dressed like a 1970’s air hostess. Bravo.
I don’t understand what this is conveying. What is ‘above and beyonding’? My head hurts.
Was I meant to laugh?
Beyonding??? How I hate it when they make up verbs. It is not an idea/ it’s not original/ it’s not clever/ it’s not funny/ it’s not relevant/memorable to the brand name. All in all, you could say, I don’t really like the line very much.
I love the ad. It makes me laugh and laughter is good in this sometimes gloomy world! Not enough levity these days, so it’s good to have a chuckle! 🙂