Europcar Autoliberté: Crush Hour
Agency: Ogilvy FranceClient: Europcar FranceProduct: Autoliberté
Objectives
In 2001 Europcar launched Autoliberté, a monthly rental subscription service that provided a simple and real alternative to owning a car. For €25 to €75 per month, you could have the car you want, anywhere you want, whenever you want. But by 2010, the number of subscriptions to Autoliberté, had flat-lined. So with a tiny budget of €64,000 to invest we were challenged to come up with an idea that could kick-start subscriptions and create an exponential return on investment.
What would success look...