Budget's Got a Brand New Edge
15 October 1999
Budget's Got a Brand New Edge
Multi-Media Ad Campaign to Launch October 17
LISLE, Ill., Oct. 15-- Budget Rent a Car, the world's third largest car and
truck rental system and a wholly owned subsidiary of Budget Group, Inc., is
shaking up the industry with breakthrough ideas and a new advertising campaign
reflecting the customer-focused changes it has made to its fleet, services and
Web site. The advertising, created by New York-based Cliff Freeman and Partners,
targets and speaks to an emerging, profitable group of renters who identify with
and prefer Budget, such as professionals with a small business attitude and the
"young at heart."
In less than 18 months, Budget has made significant changes to give
customers what they want -- from exciting cars and fast service, to a valuable
rewards program. The new campaign continues to incorporate Budget's
extra-ordinary fleet but it has evolved to encompass the following key
customer-focused changes Budget has made beyond fleet diversity:
-- When customers said they wanted fast, efficient service and rewards
other than airline miles, Budget developed Fastbreak and Perfect Drive.
With millions invested in the company's facilities and technology,
Fastbreak is now Budget's fastest way to rent a car. To entice
enrollment in Budget's revolutionary rewards program, the company
offers its customers a free Callaway golf club, free Bolle ski goggles
or a free rental car day after just four qualified rentals totaling at
least $300. Budget now has more than 650,000 members in these
programs.
-- When customers needed more online options, Budget enhanced its Internet
services to develop the rental industry's first and only online car
rental bidding program, BidBudget, and recently signed on with
priceline.com as the first car rental company to offer name-your-price
car and truck rental services.
-- When customers desired more choice in rental cars, Budget offered more
than 30 percent of its fleet in specialty and luxury vehicles, like
Jaguars, sport utilities, convertibles, pickups, minivans and electric
vehicles.
"Budget is a big company that behaves like a small company," stated Sandy
Miller, chairman and CEO, Budget Group, Inc. "We listen to our customers and
we move quickly to give them what they want. As an entrepreneurial-minded
company, we do things differently at Budget and we do them better. Our
advertising highlights who we are and what we're doing to serve customers
better."
Budget's award winning service, recognized by American Express small
business cardholders, Carlson Wagonlit Travel and others, confirms the
company's internal and external research on its brand appeal and new market
opportunities. Budget determined that consumers in its targeted market
segments want to do business with companies who do things differently and have
a small business attitude -- one that works hard and moves fast; one that's
professional, yet fun. Ultimately, these growing segments offer a long
lifespan of loyalty and profitability. "We not only speak their language, we
offer them an enjoyable driving experience as well as address their needs for
speed and efficiency," added Miller.
Cliff Freeman and Partners have skewed the advertising messages to those
that are young at heart, like the maturing members of "Generation X," who are
coming to the age of rental, and those who prefer doing things differently,
like purchasing their goods and services online. Budget's goal is to cut
through the advertising clutter with memorable creative that speaks to the
audience in a voice with which they are most familiar.
"Budget's secret advertising weapon comes in the form of unexpected
humor," explained Miller. "In conducting focus group research, we found very
positive reception to the spots. Participants used terms like 'cutting edge'
and 'innovative' to describe some of the humor, and they clearly came away
with the intended message and our brand name."
Budget's fourth quarter $5 million multi-media campaign includes TV, radio
and newspaper. Several TV spots will run nationally on nearly 30 cable TV
stations, and radio spots will run in key major markets. Print will consist
of half-page ads that will run in USA Today and major metropolitan newspapers.
The full campaign will feature clever executions involving the Ranger pickup,
Ford Explorer, Grand Marquis, Fastbreak, Perfect Drive, Budget's Web site and
a spot promoting the company's fleet diversity.
The TV spots feature a group of employees who are brainstorming ways to
improve the services that Budget offers its rental customers. Like any good
brainstorming session, someone "pushes the envelope" a little too far. The
comedy is found in seeing these "over the top" ideas come to life. This fall,
customers can expect to see the brand and promotional advertising of the
Ranger and Ford Explorer. For example, in the Ranger pickup spot, when
customers rent a Ranger they get a "grizzly" adventure for only $19.99 a day.
In the sport utility spot, customers get an "extreme" experience for the price
of a Ford Taurus.
The newspaper campaign continues the theme of the TV through a series of
corporate memos between a marketing executive and the company president. The
radio campaign has a different angle, to best leverage the strengths of the
medium, and features an announcer delivering sub-cranial comedic messages in a
private tete-a-tete with the listener.
"Our assignment was to create 'buzz advertising' for Budget -- to generate
talk at the water cooler," said Eric Silver, senior vice president creative
director, Cliff Freeman & Partners. "We think we really hit the mark. After
seeing these commercials, you are left knowing that Budget is a young,
energetic, enthusiastic company bubbling over with good ideas."
Budget Rent a Car Corporation, a wholly owned subsidiary of Budget Group,
Inc., is one of the world's top three car and truck rental systems. The
Budget system, which operates under the same name worldwide, has more than
2,900 airport and local market locations in over 120 countries and
territories. Budget has nearly 1,000 corporate-owned and franchised locations
in the United States. Budget's WorldClass Fleet is comprised of more than 30%
specialty vehicles, ranging from sport utility vehicles, convertibles and
luxury cars to minivans, pickups and environmentally friendly vehicles. Visit
our Web site: http://www.budget.com .