Budget Rent a Car 'Freight It, Build It, Deliver It, Move It'
campaign
A campaign that connects with the target audience and drives sales.
Budget Rent a Car commercials division's brief was for a campaign that spoke directly to the needs of their target consumers. The exsisiting marketing had been very "truck centric". That is, focused solely on the vehicles themselves. Our research showed that there was an opportunity to target specific vehicles to specific industry consumers. So the 'Freight It, Build It, Deliver It, Move It' "everyman" concept was born.
We chose characters that best exemplified the target consumer groups: Mr Trucker, Mr Courier, Mr Builder and Mr and Mrs Mover. We wanted the look of the campaign to be fun, but underpinned with a strong and trustworthy tone.
As well as print campaign in trade media and in-branch posters, we also designed and produced a direct mail piece. This consisted of a pop-up diorama, which incorporated a miniature Budget model truck containing truck shaped paper clips. The model truck has been a great tool as it claims desk real estate in commercial client's offices and keeps the Budget brand top of mind.
When this campaign was launched in 2008 it was an immediate success - so much so that it's now an integral part of the brand equity platform.