Out of home: “Way better than a rental car” (Turo 2018)

Turo is a very data-driven business, with a strong imperative to drive performance and deliver ROI on advertising dollars spent. However, while that super-targeted, trackable, optimizable approach works wonderfully in digital channels, those digital channels didn’t deliver the splashy brand value that we needed to move the needle on our brand awareness.

Exploring offline channels like TV, radio, and out of home advertising to achieve our brand awareness goals, we kicked off the out of home creative process to drive awareness of both the brand and our unique value propositions.

After prioritizing inventory selection as our primary UVP and the demand-side, consumer audience as our target audience, we kicked around several creative concepts, landing on one that juxtaposed Turo with traditional rental car — a ubiquitous business model with which nearly everyone is familiar. By juxtaposing an emerging economy with a recognizable, monolithic incumbent, we were able to differentiate ourselves, but also tether the value to the traditional industry.

Combined with clever wordplay and rich, colorful, aspirational photography with a bespoke photo shoot for the campaign, we were able to deliver a strong creative campaign that improved brand awareness (based on matched market test data), that we continued to localize and leverage in our international markets as well (Canada, the UK, & Germany).

Concept: Ericka Ames, Megan Natt

Copy: Megan Natt

Art direction: Ericka Ames

Photography: Pavel Suslov