“Budget and Go Because…” was a new proposition from Budget Car Rental – a brand bursting with personality but with little awareness amongst its target audience. Our brief was to create a campaign which brought this proposition to life and drive awareness with the target market across seven countries.
As we analysed the data from our extensive research, we found that amongst our target audience a long weekend is a key rental period and that these individuals are driven by having and sharing real experiences.
Then, during one of many brainstorms, one of the team said, “When I go to the trouble of renting a car, I just want to make sure I have a great weekend!”
Enter stage left – #GreatWeekend.
We wanted to create content within this space that would appeal to the target audience, raising awareness and consideration of the Budget brand and giving the target audience a reason to engage. The ambition was simple – think #GreatWeekend, think Budget.
Our research also identified the primary social channel for our target audience is Instagram. So we worked with the influential Instagramers network to identify and recruit four top Instagramers from each of the seven countries and sent them on the first ever multi-country coordinated Instagramers activity, taking place simultaneously in each market over one weekend.
Budget wants to put the enjoyment, fun and adventure back into car rental. So we set the Instagramers a challenge to bring this to life. They were given a car, some money and the open road, with their imagination the only limitation.
At the same time, the seven markets launched a multi-market research press release across their media, enabling the campaign to reach an even wider audience.
#GreatWeekend delivered a reach of 460m+ from 145 articles and 221 posts by Instagram influencers and 136,000 social engagements.