2010-14, as Global Brand and Innovation Director, I led the transformation program of Hertz Car Rental with new brand identity, redesigned locations, technology innovations and an award-winning advertising campaign.
RESEARCH AND INSIGHTS HIGHLIGHTED THE LACK OF DIFFERENTIATION
Original quant and qual research revealed a lack of differentiation among competitors and a perception that Hertz was ‘your father’s rental choice’. In addition, while there were many favorable attributes, it was overwhelmingly perceived as expensive.
BRAND NORTHSTAR & REFRESHED IDENTITY REPOSITIONED THE BRAND
The NorthStar was defined as Fastest and Easiest. The brand identity was refreshed with a brighter shade of yellow, contrasted with white, and given a dynamic element of the Streamline.
The new design was applied to several hundred locations globally as well as uniforms and buses.
TECHNOLOGY INNOVATIONS DELIVERED THE PROMISE
The reinvention program was based on several mobile technology innovations that brought to life the promise of faster and easier experiences.
Mobile Gold Alerts – ‘Carfirmations’ allowed customers to upgrade prior to arrival and delivered $2mm in profit in year one
ExpressRent Kiosks reduced waiting time by 70% by enabling remote agents to check out customers
Hertz Neverlost provided GPS services, in-car entertainment and assistance services generating profits of over $4mm
AWARD-WINNING ADVERTISING CAMPAIGN DELIVERED THE MESSAGE
Traveling at the Speed of Hertz highlighted the service innovations through impactful 15sec TV spots, digital and traditional media. The campaign was recognized by Zagat, SMITTY, Information Week, Flyer Talk and GBTA.
Click links below to view the TV spots on YouTube:
