Europcar: Crush Hour

This case describes a campaign to revive sales of Autoliberté, a subscription service launched in France in 2001 by the car rental company Europcar.

Europcar: Crush Hour

Principal authors: Hadi Zabad and Loic Mercier, Ogilvy & Mather FranceContributing authors: Marc-Antoine Jarry, Ogilvy & Mather France

Summary

In 2001 Europcar launched Autoliberté, a subscription service providing a simple alternative to owning a car. For a monthly fee, you could have the car you want, anywhere you want, whenever you want. But by 2010, subscriptions had flat-lined. With a tiny budget of €64,000 we were challenged to come up with an idea that could kick-start subscriptions. So through a "punked" style prank we towed unsuspecting people's cars away and replaced them with...

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