China Auto Rental’s campaign shows a 'new era' in car hire

WE Marketing Group won the CAR creative account last May. The agency’s brief has been to establish a positive brand image for CAR, and let customers know that the company inot only provides a vehicle for travelling, but also a 'companion' in a brand new freedom-in-travel lifestyle.

Kenny Wong, managing director of the agency's Shanghai office cited that, “the challenge is that consumers have misunderstood the complexity of the car rental business. They do not even want to consider 24 hour car rental service."

The creative concept of CAR's first brand image campaign is based on four “Any’s”: Anyone, Any car, Anywhere and Anytime. Through four TVCs and a series of outdoor advertising displays, the agency hopes that consumers will realise that there is now a 'new era' in the car rental market in China.

In the 'Anyone' version of the TVC, a small boy with a mockup moustache and a suitcase is keen to travel and be 'on the road'. The Chinese tagline says that anyone who is over 18-years-old and has a driving license and credit card can rent a car. "So grow up faster!"

The client did its own media buying for the extensive branding campaign. The TVCs will be aired on major television stations across the country including CCTV, local TV stations and through Focus Media TV networks. There will also be OOH in subways and airports in key cities, throughout the peak summer travelling time.