2020/2021 Winners & Shortlists

Background

Situation Main challenge was lack of existing car rental culture with heavy dependance on public and personal forms of transportation. There is an existing consumer distrust and aversion toward rental providers due to multiple misconceptions and generalizations. The category in itself needed an uplift before introducing the brand. Brief Launch the brand into the Cairo scene as the go to rental brand and position rental category as a viable and alternative form of transportation. Objectives Increase in awareness (reach) Uplift attitudinal perception from negative to positive (sentiments) Increase bookings by 100% Drive traffic online (engagement)

The Interpretation of the Challenge (30% of vote)

Our strategic challenge was two-fold as we had to justify the rental category within the minds on our consumers and present it as a viable alternative form of transportation. Secondly, we had to present Sixt as the go to brand for rentals. Main challenge was lack of existing car rental culture with heavy dependance on public and personal forms of transportation. There is an existing consumer distrust and aversion toward rental providers due to multiple misconceptions and generalizations. Needless to say the category in itself needed an uplift before introducing the brand. Couple the traffic, the rising levels of stress and the general economic and political state of unrest and you've got a frustrated and anxiety filled Egyptian consumer constantly on the lookout for something to help them along the rat race. And that's the brand purpose and market need we successfully fulfilled.

The Insight / Breakthrough Thinking (30% of vote)

During the strategic development process; a questionnaire of 2,500 respondents was sent out to understand and get a sense of the rentals sector in Egypt in addition to research of sentiment through online platforms (youtube, facebook and twitter). We sought to address the issue head on, first by acknowledging the dire state our transportation is in and secondly by portraying our brand as the savior. The insight emerged from the perennial quest for peace of mind, a universal need we all seek, however, one far more relevant and contextual within the streets of Cairo.

The Creative Idea (20% of vote)

Hammering on everyday driving mishaps, contrasted with the reveal of SixT & promise of hassle free driving in perennial pandemonium We released four copies of different Cairo driving insights, each showing an unfortunate event which caused their rented SIXT cars to be damaged, and we portrayed that here’s truly nothing to worry about, because it’s not their car. Our creative idea was to bring the juxtaposition to life, by marrying two seemingly unrelated, often opposite motions; “hassle free driving” introducing the idea that the only way to find solace amongst perennial pandemonium; is by renting a car with Sixt. We leveraged our consumers pain-points and sought to portray them in a rather comical and relatable manner in order to identify with a variety of consumer needs.

The Outcome / Results (20% of vote)

Increase in awareness: Total Engaged Users: 815, 305 Total Impression: 21,348, 769 Total Reach: 10,789,507 Total Minutes Viewed: 1,900,730 Increase bookings by 100%: Percentage Increase; pre-campaign to post-campaign 148% Percentage Increase; from last year to this year 88% Booking Conversion Rate of 97.5 % Drive traffic online and uplift perceptions - During TVC run, Sixt Egypt was ranked as #2 Trending on Google after Germany due to the extreme high visits and interactions that people shared. Total Engaged Users: 815, 305 Total Minutes Viewed: 1,900,730