Works » Budget Rent A Car

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Industry Car & Utility Rentals
Media Radio
Market New Zealand
Agency Y&R Auckland
Creative Director Vaughn Davis
Account Supervisor Justine Boyd
Released December 2008

Credits & Description

Advertising Agency: Y&R, NEW ZEALAND, Auckland
Creative Director: Vaughn Davis
Creative Director: Vaughn Davis
Scriptwriter: Matt Webster
Account Supervisor: Justine Boyd
Advertiser's Supervisor: Chris Destrieux

ANN: The Submarine Blip.
SFX: Submarine blip

ANN: It’s the most ominous of sound effects, reserved for nervous, upward staring submariners desperate to evade detection.

But it isn’t just those at sea who hear...
SFX: Submarine blip

ANN: The staff of some rental car companies can hear it too. They must do – because as soon as you walk through the door...
SFX: Submarine blip

ANN: ...they all start looking at the ceiling. You wait patiently, but no one makes a sound.
SFX: Submarine blip

ANN: So you cough, politely. And they look at you, as if you just gave away their position to the enemy.
SFX: Submarine blip

ANN: Well, the next time you need to hire a vehicle, look for Budget Rent A Car.
At Budget, we actually want your business, so we drive your dollar further with our vehicles and our service.

From start to finish, we’ll make sure that your experience is a good one.
No blips.
Brief Explanation

The aim of this campaign was to start creating a distinctive and memorable brand voice for Budget Rent A Car, who to date have only run retail ads in New Zealand. Our key customers are 50+. They are looking for value but equally desire quality and comfort.

Using the biggest, most famous sound effects of all time, we produced a long-format radio campaign (most New Zealand ads are 15 or 30 seconds) to promote two of Budget’s core offerings: reliable vehicles and quality service.

The Radio ad titled SUBMARINE BLIP was done by Y&R Auckland advertising agency for Budget Rent A Car in New Zealand. It was released in Dec 2008.