Enterprise UK wanted a new brand idea that encompassed all business divisions - cars, vans and lorries.
The idea needed to resonate with the UK (and parent US) offices, 450+ branch managers across the country, and of course both leisure and business customers across vehicle divisions.
The key objectives were to boost consideration externally (target: +3%), and pride internally (“Company I feel proud of” +3%)
Enterprise has more UK branches and vehicles than anyone else. But it’s the brand’s dedication to service that sets it apart: employees are empowered to do whatever it takes to make the rental process as smooth as possible - be it keeping the office open late if you need a car out of hours, to placing a brolly in your boot if its raining. The Enterprise ethos is: whatever, whenever, wherever… we’ll make the journey happen.
This led directly to the new brand idea: Whatever the Mission.
An ode to the scale and service of Enterprise. An acknowledgement of the brand’s dedication to its customers.
Whatever the Mission was launched by Scotland’s favourite action hero - Gerard Butler - across TV, OOH, social, digital, CRM and in-branch.
But the idea is bigger than the ads - it’s now a principle of the company. During the Covid lockdown, Enterprise has customised doctors’ vehicles, provided extra cars for Police and moved medical supplies around the country. “During lockdown”, says the Head of Operations: “we just thought: ‘Whatever the Mission’”
Brand consideration is up 5% since the launch of the campaign. Agreement that this is a “Company I feel proud of” is up 7%. And revenue is up 6%.
“Whatever the mission” is now being rolled out across France, Germany and Spain.
Enterprise 'Whatever the mission'
Enterprise UK wanted a new brand idea that encompassed all business divisions - cars, vans and lorries. The idea needed to resonate with the UK (and parent US) offices, 450+ branch managers, and of course both leisure and business customers across vehicle division.