That’s not just a campaign. That’s more the story of how AVIS disrupted the short-term car rental segment with the help of a goat and the concept we created for them.
Doing our initial research for the project, we were surprised to find that there are many really weird things one can rent today. That inspired us to showcase three of these weird rental services: a goat for eco lawn-mowing; a guy who takes your place in public service queues; a grandma that wards you from the evil eye.
Initially AVIS was not visible in the communication. Our teaser videos, supposedly promoting these weird rentals, we “luring” the audience to dedicated landing pages (rentagiagia.gr, rentagianni.gr, rentagolfo.gr) where our point was revealed. “You thought about renting something that weird. How about renting something reasonable next time? Rent a car from AVIS!”. The out-of-the-box campaign was deployed in two phases (teaser and launch) in accordance with a holistic cross-media strategy that included TVCs, sponsored radio content, digital videos, etc.