Redefining What It Means To Have Enterprise “Pick You Up” – With Joel McHale And Kristen Bell.

Today, Enterprise is so much more than car rental.  In fact, no matter where in the world life takes you, Enterprise can help.  Telling that story was our mission.  But to do it effectively, the brand needed to move from an inward facing communications strategy — focusing on features like locations, vehicles and employees — to a consumer benefit strategy that demonstrated all the ways Enterprise fits into consumers’ lives.

The “Rent/Buy/Share” campaign featuring Joel McHale and Kristen Bell introduced Enterprise as a total transportation solution.  Through compelling visual storytelling and humor we demonstrated what makes Enterprise so unique.

The results? Post-launch, Enterprise surpassed every other brand in the category in unaided awareness for the first time ever.  Since becoming the Agency of Record for Enterprise in 2010, the brand has seen incredible growth in preference, awareness, and market share.

RESULTS: 

Unaided awareness increase to 66%, +135% over the life of the campaign so far.

Campaign tested in Top 10% of all advertising measured for effectiveness and breakthrough by Millward Brown Ad Diagnostics.

Broadcast creative significantly exceeded Millward Brown Ad Diagnostics for “Makes Me Likely To Use” and “Enjoyed Watching.”