Budget celebrates half-century with car giveaway
LONDON - Car rental brand Budget is marking its 50th year with a competition to find five free cars, backed by an integrated campaign created by digital direct agency Cheeze.
The campaign, which launches on May 23, aims to drive brand awareness for Budget, while growing its prospect database.
It centres on a competition offering consumers the chance to win one of five cars for a year. The cars are hidden at various locations around the country and the clues to their location can be found on the Budget website.
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Cheeze will drive people to the website with an email to existing members of the Budget CRM database, as well as prospects, and through display advertising on travel sites and lifestyle portals.
The competition will also be promoted with a print campaign and point of sale materials.
Andy Lewis, marketing director EMEA at Budget, said: "Cheeze's fun, party-themed hide and seek concept ties in perfectly with our 50th year celebrations and they have cleverly integrated the on- and offline channels to help us to further grow the database, while driving awareness for our network and for the brand more widely."
Cheeze has worked as Budget's retained agency for more than three years. The account covers search across the EMEA region and CRM email marketing for UK and Scandinavia.
Budget: Cheeze launches car giveaway
Tags
- Automotive |
- United Kingdom |
- Europe |
- Digital |
- Consumer Goods |
- Direct Marketing |
- Budget |
- Cheeze |
- Sales Promotion
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Comments
alex parr - 21/05/2008
this has been done before, only better! it must be a few years ago now (about 8 i'm guessing) but one of the big petrol companies buried 10 or so Merecedes S Class's up and down the UK. it was a real case of finders keepers and since you got more clues the more petrol you bought i'm sure it did well to boost their loyalty. most people that need a car full time will need it for more than a year!!
alex parr - 21/05/2008
this has been done before, only better! it must be a few years ago now (about 8 i'm guessing) but one of the big petrol companies buried 10 or so Merecedes S Class's up and down the UK. it was a real case of finders keepers and since you got more clues the more petrol you bought i'm sure it did well to boost their loyalty. most people that need a car full time will need it for more than a year!!
A Lewis - 21/05/2008
Glad you like the idea of the promo Alex. The Budget promo is different in that the only cost to the winner to run the car for a whole year is fuel. No insurance, no depreciation, no hassle motoring which is worth an awful lot. Additionally all entrants will recieve a "50p Extras" voucher which entitles them to save substantial money on rental add-ons in the UK so everyone wins! Andy Lewis - Head of Marketing & E-commerce, Budget Rent-a-Car