Avis has many more rental car competitors than it did in 1946, when it parked cars outside airports. But in the decades of its existence it has been constantly reassessing and improving itself for its customers, right up to its 2020 PhotoProofed technology, which captures the existing condition of your rental vehicle on camera. It is this message that Host/Havas is delivering to Australia with a new brand campaign for Avis Budget Group, Driven by Better.
The campaign shows how these little innovations make a big difference to Avis customers. It is running across TV, OOH and social, and aims to cement the brand as Australia’s premium car rental choice offering the country’s sleekest car rental experience.
Avis Budget Group head of marketing, product & PR, Pacific, Vanessa Wolczak, stated, “From humble beginnings at a Detroit airport in 1946, to embracing the technology of today, Driven by Better is the perfect representation of how small improvements over time have helped to create the well-known brand that is Avis. This campaign showcases how Avis is constantly adapting to the ever-changing market.”
Host/Havas executive creative director, Jon Austin, added, “It can be hard to cram a brand philosophy into three words, but Driven by Better manages to go a step further and captures Avis’ entire 75-year history of constant advancement. It was an absolute blast to be able to update this iconic brand platform with our brilliant client partners at Avis Budget Group. We can’t wait to bring the new platform to life in many more ways.”
There are three films in the campaign:
Client: Avis Budget Group
Creative Agency: Host/Havas
Production Company: Finch
Director: Christopher Nelius
Audio: Song Zu
Photographer: Ian Butterworth
Media: Havas Media