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Avis & Mercedes

Street Circuit Weekender

Inspiring the world to upgrade their weekend through a beautiful and engaging content series...

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The Challenge:

Avis have a longstanding relationship with Mercedes and we wanted to use this via an engaging content strategy. The aim? To inspire journeys, make people aware of Avis’ Mercedes fleet and encourage car rental bookings. But in the very crowded travel content space, we needed a unique and compelling angle…

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The Human Insight:

We knew our target audience had a fondness for travel, motorsport (or both). We also knew that to be effective, we needed to make our offering ‘buyable’. This couldn’t be typical brand naval-gazing, we needed to inspire but also make it easy for viewers to do exactly what we were showcasing.

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The Idea:

We created a short-form travelogue content series, ‘Street Circuit Weekender’, highlighting road races with an intimate connection to Mercedes racing history, which also combined stunning travel locations. Critically, we showcased the route and locations visited on a microsite and ensured each trip could easily be enjoyed over a long weekend. The content was edited to snippets to use on social media and promoted as if it were a brand broadcast channel. One of the films is further below.

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The Impact:

The main films and teasers have been viewed over 55 million times and, despite not being an explicit acquisition campaign, there has been a 68% increase in Avis car rental bookings attributed to the campaign. The campaign also generated a 25% increase in brand recall, delivering on our brand awareness and consideration objectives.

  • 13.7 million unique people were reached

  • 27.8 million completed 15" video views

  • 2,792 new direct bookings from wave one (France film) and 3,467 in wave two (Italian film)

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