Enterprise Road Trip To IOW

The Challenge

In 2019, Enterprise found trust levels around renting had fallen and needed an influential brand with unrivalled access to their target audience to change this. The mission from PHD and the client was clear, we needed to improve:

A. Awareness of Enterprise as a rental car company.

B. Consideration of Enterprise for next vehicle hire.

The Insight

They needed a partner to reach the 25-54 year olds rental to increase awareness and boost consideration of their excellent services for renters’ next vehicle hire.

This is where Absolute Radio and their audience of “Reluctant Adults” came in. A network of 4.9M listeners who “adult” on their terms but often need to balance adventure with responsibility.

Crucially for Enterprise, we found that the Reluctant Adults are 80% more likely than the UK average to have hired a vehicle in the last 12months.

The idea

In 2019, Enterprise partnered with Absolute Radio to bring listeners “The Road to the Isle of Wight Festival”, bringing exclusive access and coverage through integrated talent involvement, audience engagement and online activity.

Enterprise owned Absolute Radio’s coverage of the Isle of Wight Festival through a 4 week activation that built up to an innovative use of talent and client product to journey to the festival itself using Enterprise services.

They were unmissable on air and this 4 week campaign sponsorship of Absolute’s flagship Isle of Wight coverage reached over 4.6m of Enterprise’s target audience on air alone!

Absolute Radio created “lean-in” content whilst aligning and endorsing Enterprise during the run up to the event. The alignment was organic in nature and brought to life a way in which the audience themselves could benefit from Enterprise’s services and demonstrating them in.