Support the launch of The British Collection, a premium concierge customer experience being introduced to the UK market by Hertz, and reach a new audience of the brand and lifestyle-conscious trend followers
We wanted to drive the conversation beyond car rental with an engagement strategy that moved Hertz away from transactional purchases towards experiential moments and into luxury and lifestyle territory.
In-branch activation: We commissioned an art installation from British contemporary neon artist Lauren Baker and called in premium florist McQueens to curate a luxurious British country garden, to bring the new offering to life.
Influencer activity: Hertz ambassador and content curator Ali Gordon, alongside lifestyle micro-influencers, attended the launch to create live social media moments.
Content creation: We generated anticipation with a teaser film and celebrated the launch with a hero film.
Social-first approach: Both films were boosted to targeted demographics and audience groups across Facebook, Twitter and Instagram. We pooled users with a completed 75%+ VR (view rate) and retargeted them with curated ads to the British Collection landing page on the Hertz website.
The British Collection hero film attracted 16,600+ video views within the first 24 hours of being published on Hertz social media channels, while live coverage on Hertz-owned channels clocked up more than 4,500 views (Facebook and Instagram stories).
The campaign generated:
- 4.2 million + impressions
- 46 pieces of influencer coverage (+475% vs. target)
- Potential reach to unique users of 1.2 million
- More than 75% of the video content will be entered into the remarketing pool
The Hertz UK Instagram channel was instrumental in driving community engagement and generating positive sentiment – a challenge for any car rental company that often sees its social media channels being used primarily as a customer service platform.
Hertz British Collection
Hertz was unveiling The British Collection, a new premium concierge customer experience, to the UK market. TVC was tasked with reaching a new target audience of brand and lifestyle-conscious trend followers.