Hertz Europe

In this case study, Brierley Europe's campaign for Hertz Europe, a car rental firm, is discussed. The campaign, winner of a bronze in the travel and holidays category of the 2009 DMA Awards, involved analysis of the firm's database, which identified seven separate consumer groups.

Hertz Europe

Brierley Europe

THE TEAM

Rob Fountain, David Oliver, Kate Majmader, Kate Smith, Patrik Utterstrom.Other contributor: Iris Creative.

WHAT IS WONDERFUL ABOUT THIS WORK?

Using the principle 'challenge everything and follow sound DM principles' set firsts for Hertz and the car-rental industry as a whole, serving the right messages at the right time. We got an ROI of 42:1 and a YoY increase in directly trackable revenue of 30%.

OBJECTIVES

To increase average revenue per member and revenue directly attributable to marketing. Additionally identify customer groups and launch a segmented communications plan that treats high-value, medium-value and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands