Rare gets sexy with no birds
After picking up the national Bayswater Car Rental business through the acquisition of Campaign Makers, Rare has developed a fresh approach to their marketing and advertising strategy, building on the long standing ‘no birds’ approach.
“Bayswater Car Rental have never been afraid to be a bit cheeky and challenge the norm,” Rare Group Account Director Simon Stewart said. “When all the other car rental companies were touting their ‘hostesses’, Bayswater Car Rental introduced the ‘no birds’ approach to doing business and have stuck with it ever since. The no frills insight is still very true today, it just needed a fresh execution.”
As part of the brief, Rare needed to introduce the brand to a younger audience. They worked with the team at OMD to develop a media strategy that looked to achieve this in part through a significant digital spend.
ECD Brett Wheeler said creatively, it was about a re-interpretation of the proposition ‘no frills’ that brought the brand up to date and made it relevant to this new audience. The campaign was based around the idea that ‘our cars aren’t sexy, but our rates are’.
To date, it has been executed through press, radio and digital.
CREDITS
Rare
Executive Creative Director : Brett Wheeler
Creative Director : Liz Hammond
Art Director : Liz Hammond
Writer : Steve Brown and Alida Henson
Head of Digital Design : Monique Gordon
Digital Designer : Amanda Hook
Group Account Director : Simon Stewart
Strategic Director : Richard Beards
Digital Account Director : Simon Cruthers
Account Executive : Damien Del Borrello and Jessica Terpenis
The Office of John Cheese
3D / Retouching : James Hawkes, Paul Siciliano, Chris Plunkett
Brainestorm
Sound Engineer : Nick Gallagher
No Birds
Directors : Arnold Cluck, Ben Cluck and Dirk Cluck