Cannes Lions

CAR AND TRUCK RENTALS

JWT SYDNEY, Sydney / THRIFTY / 2008

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Overview

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Credits

Overview

Description

Thrifty is forced to pass on fines to customers who have failed to pay tolls on Sydney roads. We were tasked with finding a way to take the sting out of this unpleasant news while staying true to the brand message of ‘Thrifty Thinking’.

Execution

Along with the fine, customers also received a handy little tool designed to help them avoid any fines in the future: the Thrifty ‘Toll Avoidance Map’.It was also placed in the glove box of each rental car and made available as a free handout in Thrifty stores.

Outcome

We managed to convert a negative brand experience into a positive one and the feedback from costumers has been exceptionally positive. Yet another reason why Thrifty is quickly becoming Australia’s most loved car hire company.

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