We were tasked with creating an integrated campaign showing how celebrity professionals used Avis to stay at their best. After successful TV spots, we wanted to reach business travelers on the road. So we turned to their favorite companion, the iPad, creating an addictive driving game in the form of an ad that ran in iPad publications like ESPN and USA Today. To help drive rentals, we rewarded players with discounts that got higher along with their scores. The results were a win for Avis and its drivers.

Launch the campaign
Published
October 2013
Topics

The Story

We were tasked with creating an integrated campaign showing how celebrity professionals used Avis to stay at their best. After successful TV spots, we wanted to reach business travelers on the road. So we turned to their favorite companion, the iPad, creating an addictive driving game in the form of an ad that ran in iPad publications like ESPN and USA Today. To help drive rentals, we rewarded players with discounts that got higher along with their scores. The results were a win for Avis and its drivers.

We wanted to take advantage of the iPad's unique controls, so we designed an interface that works with the device's gyroscope and accelerometer to create an engaging, hands-on experience. For the look and feel of the HTML5 canvas, we adopted the visage of a classic arcade racing game, playing on the boldness Avis's red and white logo. Another benefit: faster load times, a key factor for user engagement.

The Technology

The Results

The Professional Challenge game has been a success for Avis, both in terms of creativity and engagement. It's been viewed over 30 million times and achieved a 32% over-delivery of planned impressions. From a creative standpoint, it continues Avis's tradition of innovative work on mobile work platforms. And the number of engaged users exceeded expectations. Hopefully, the game and its success will inspire other brands to continue to push the boundaries of what‚s possible in this medium.

30.2

Million views

0.32

Over-delivery of planned impressions

7x

The average engagement rate

Launch Date 30 April 2013