Avis Print EMERGENCY VALENTINE'S DAY CARD by Ireland Davenport

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Industry Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market South Africa
Agency Ireland Davenport
Executive Creative Director John Davenport, Philip Ireland
Art Director Jean-Pierre De Villiers
Copywriter Jenna Smith
Designer Rachel Willemse
Released February 2012

Credits & Description

Category: Corporate Image & Information
Advertiser: AVIS
Product/Service: AVIS
Executive Creative Director: John Davenport (Ireland Davenport)
Executive Creative Director: Philip Ireland (Ireland Davenport)
Copywriter: Jenna Smith (Ireland Davenport)
Art Director: Jean-Pierre De Villiers (Ireland Davenport)
Designer: Rachel Willemse (Ireland Davenport)
Media placement: Activation - Johannesburg Avis Kiosks, Avis Head Office, Bryanston Shopping Centre, Rosebank Mall, Sandton City - 14 February 2012

Describe the objective of the promotion.
Avis has a well-known brand promise of 'We Try Harder' that has been used in communication for decades. This brand promise is all about putting consumers first and going out of their way to ensure happy customers.
The client briefed us to come up with a tactical, low budget idea that they could use around Valentine's Day.
With the notion that actions speak louder than words, we set out to prove, in a fun and playful manner, that Avis really does try harder.

Describe how the promotion developed from concept to implementation.
Rather than the usual soppy, kitch Valentines gift of heart shaped chocolates, plastic roses or red balloons with lovey-dovey copy printed on them, we decided to take all these over the top, typical Valentine elements and throw them into one tongue-in-cheek card that would show consumers that Avis tries harder, while also spreading a little joy and laughter on this special day.

Explain why the method of promotion was most relevant to the product or service.
We decided to 'Try Harder' by helping out those people who had TOTALLY forgotten about Valentine's Day. For those who did not remember to buy their loved ones a gift or a card or anything to make them feel loved and 'special', we provided a card with a twist. A tongue-in-cheek emergency Valentine's card that could be used to add a little laughter to the day of those who received the card and the person they chose to give the card to.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We handed these emergency cards out on Valentine's Day in local shopping malls to passers by, as well as to customers at selected kiosks and the staff at the head office. All cards which were left out for people to pick up themselves were gone. Those who were handed the cards were visibly amused, customers laughed and filled the cards in while waiting at the kiosks, and letters were received to thank and compliment Avis on the way in which they chose to Try Harder on the 14th of February.