Hertz: Give the dog a bone by Pool for Hertz

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Hertz: Give the dog a bone

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Industry Car & Utility Rentals
Media Ambient, Case study
Market Sweden
Agency Pool
Art Director Philip Arvidson
Copywriter Jenny Aberg Huttner
Released September 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: HERTZ
Product/Service: DOG CAGES IN HIRE CARS
Agency: POOL
Copywriter: Jenny Åberg Hüttner (Pool)
Art Director: Philip Arvidson (Pool)
Final Art: Emma Sandler (Pool)
Project Manager: Hanna Steiner (Pool)
Production Manager: Patricia Weigle (Pool)
Project Manager: Carina Claesson-Larsson (Pool)
Media placement: Dog Bones - Parks and walking lanes in Stockholm - 17 June 2011

Describe the brief/objective of the direct campaign.
Hertz now have a service allowing customers to bring dogs along when driving their hire cars and get a dog box fitted in the luggage boot. All kinds of people have dogs and our challenge was how to reach this specific, but diverse group, when we wanted to inform them about the new service. The objective was to have 500 boxes rented out during the campaign period and get the word out on the street that Hertz now offers the service.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We concentrated on the only channel the target audience all had in common – their dogs. We created branded dog bones. Each bone had a tag with information about the service, a link and a phone number for booking. The bones were hidden under bushes and behind lamp posts where only a canine could sniff them out. The purpose was to create liking among dog owners and have them to tell others about the new service. We thought that placing a couple of hundred bones would be enough to get the desired word of mouth and reach the sales goal.

Explain why the creative execution was relevant to the product or service.
The strength of the campaign lies in the choice of media, the dog. This is not only a great way of reaching dog owners, but the technique itself is so ground breaking that it is worth talking about and worth spreading. The campaign shows respect for the dog’s behaviour and their owner’s interest, just as Hertz did when they decided to set up the service. Being the market leader Hertz invent new kinds of services for the target group. Our belief is that the communication should be just as innovative as well.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign was very successful. All the hire cars that had dog cages were immediately booked. The quite short campaign also had very good long time results, and even after the actual campaign period in June, the cars with dog cages are still being fully booked up months ahead.
The campaign was picked up by a number of big blogs followed by dog owners and the case movie itself has some 30,000 hits.