Category: Best use or integration of user-generated content
Advertiser: GOOGLE
Product/Service: DISPLAY ADVERTISING
Agency: GROW INTERACTIVE
Agency: JOHANNES LEONARDO
Agency: GOOGLE
Agency: AVIS
Executive Creative Director: Paula Green (Independent Contributor)
Illustration/Animation: (Nexus)
Music: (Human)
Voiceover Production: (Studio Center)
Media placement: Display Advertising - Online - 4/13/2012
Campaign Description
Despite almost 2 decades of online innovation, digital ads are still being used to simply inform more than they're being used to connect, engage, and entertain.
Effectiveness
As part of Project Re:Brief, we showcased the capabilities of Google Display Ad technology in each of several re-imagined campaigns. For Avis, we incentivised customer feedback by letting users turn their rental stories into short, personalised films. With a bank of thousands of animation and audio files, hundreds of names and cities, and Avis’ full fleet of vehicles, the ad can create over 10^20 unique videos—ensuring that each person’s film is unique to their experience. Today’s advertising technology not only enables Avis to share its customers’ stories, but also helps the company find new ways to try harder.
Implementation
Avis’ ‘We try harder’ set the benchmark for the challenger brand, and 50 years later remains the company’s manifesto. We demonstrated the company’s humble commitment to constant improvement by inviting users to share their car rental stories, both good and bad.
Outcome
While only recently launched, the campaign has received great praise from the industry, press, and client alike. The campaign has created a platform by which Avis can continue to learn from its customers in a unique and engaging way.