Car rental company Hertz has unveiled a global, multi-faceted branding initiative designed to cultivate a dialogue with customers by focusing on customers’ driving experiences.

Published: 05 May 2011

Car rental company Hertz has unveiled a global, multi-faceted branding initiative designed to cultivate a dialogue with customers by focusing on customers’ driving experiences.

This campaign is about the customer and how Hertz aligns with their lifestyles and travel preferences, said Mark P. Frissora, chairman and CEO, The Hertz Corporation.

Built around the question “Are You The Gas or The Brake,” -- focusing on the universal element of how people operate as either the Gas (more aggressive, exciting, adventurous) or the Brake (conservative, reserved, more of a planner) -- the campaign acknowledges the wide range of “travel personalities” and serves as a platform to address the different wants, needs and aspirations of customers.

The campaign starts this week with the launch of a “Getaway Giveaway” sweepstakes and contest, an advertising campaign, and an online consumer engagement platform.

Frissora said the integrated campaign, designed to activate customers by utilising television, digital and social media platforms, was developed to break through the clutter, capitalising upon the various mediums customers use to consume information; get people’s attention; and be relevant and entertaining.

Advertising

The creative personifies “The Gas” and “The Brake” in a fun, lighthearted manner and showcases Hertz’s products and services that align with the contemporary lifestyles of the campaign’s target audiences.

As part of the creative, Hertz will introduce an animated mascot named “Horatio”. It reinforces that Hertz -- at the airport and in the neighbourhood -- allows people to journey the way they want.

Additionally, Hertz has introduced a Gas and Brake campaign microsite, http://gasorbrake.hertz.com to engage with consumers and stimulate conversation around the Gas and Brake theme.