Avis’ Affair with Porsche Thrust Into the Spotlight
Avis Budget Group has revealed its latest campaign – Avis Prestige - Porsche: ‘The Affair’ – created by Collective London. The integrated campaign spanning OOH (out of home), Digital, Social and In-station communications across the German language countries, is the first campaign by Collective since the agency’s appointment as lead creative agency for the Avis and Budget brands internationally.
The campaign, which was produced in just three weeks following the appointment, has been created to promote Avis’ relationship with Porsche; Avis is the exclusive rental partner of Porsche in Germany, Switzerland and Austria. Featuring a playful tagline: “Your other car will forgive you”, the creative retains the sense of luxury associated with Porsche but reinforces its accessibility through Avis.
Abi Lavelle, Brand Marketing Manager at Avis Budget Group comments: “Driving a Porsche is a thrill that few would turn down but owning a Porsche isn’t a priority for everyone. Indeed most people want to have their reliable car for day-to-day travel and then be able to have special moments with a premium car like a Porsche.”
Lavelle adds: “Avis Prestige essentially offers customers the excitement of driving a Porsche but guilt-free and this is what we really wanted to show car lovers. The campaign by Collective captures this perfectly – a particularly impressive feat considering how quickly it was turned around. We love it, and hope car lovers will too!”
Carolyn Laing, MD at Collective London concludes: “To get the opportunity to work with such well-known brands across international territories is most agencies’ dream and we are truly privileged to have been appointed as creative agency following a competitive pitch. Working with them on this first campaign to highlight the prestige relationship Avis enjoy with Porsche in key European markets has been a great initial introduction to the brand and has given us a clear blueprint for how to successfully collaborate with both the international and local teams to rapidly launch campaigns that really set Avis apart. It was certainly an enviable first shoot opportunity for our Creative teams too! The experience from day one has reinforced how we are aligned in our approaches and we are excited for what’s next.”
Collective London was appointed lead creative agency for the Avis and Budget brands across EMEA and APAC following a four-way competitive pitch. The other agencies that pitched were incumbent VCCP, Founded and Will London.
Following the initial campaign Collective London will be working with the Avis Budget Group on a series of new campaigns to ensure the Avis and Budget Brands are clearly differentiated in an increasingly crowded international market.
· Title/Project: Avis Porsche Prestige - Germany/Austria/Switzerland
· Agency: Collective London
· Client: Avis Budget Group
· Copywriter: Adam Cleaver
· Art director: Stephen Barnes
· Planner/CSU Director: Chris Shadrick
· Media planner: German Media team
· Production company: KASH
· Director: Simon Alveranga
· Audio Post Production: KASH
· Post Production: KASH