I Am Creative

Your Brief
 YOUR BRIEF
Avis has just signed a 4 year sponsorship deal with Mahindra Race team in Formula e.
Come up with a campaign to launch and maximise this opportunity for Avis.
What we want you to do…
Come up with a campaign to launch the sponsorship of Formula e with Avis.
We want you to come up with a campaign which appeals to ‘motor enthusiasts’.

Next steps…
Here are some useful steps to help you come up with an effective campaign to help
Avis. It’s important to find out as much information about the brief, brand and target
audience before you come up with ideas.

1.  Research Avis and Formula e

2.  Find out more about your target audience
3.  Brainstorm your ideas
4.  Develop and produce your idea
5.  Present your idea.
Avis – Unlock the world

Avis Car Rental is one of the world’s best known car rental
brands which operates in 165 countries in thousands of
locations.

In the 1960’s Avis launched the ‘We Try Harder’ campaign

which is still recognised as one of the top 10 advertising
campaigns of all time.

More recently Avis launched ‘Unlock the World’ as its

advertising message to show that they aren’t just in the
business of hiring cars, it gives customers the freedom to
unlock unforgettable experiences too.
What
What isisFormula
FormulaE? e?
Formula e is a rapidly developing motorsport for
electrically powered cars. Avis has sponsored a
team called Mahindra. Avis are looking to
associate with the sport to increase awareness
and grow their business.

The aim of Formula e is to increase the use of

electric cars, especially in urban areas, and to
improve our environment and way of life.

Formula e represents a vision for the future of the

motor industry.
Your Target Audience – Motoring Enthusiasts
Avis want you to target “motoring enthusiasts”.
They account for 17% of car rental customers.

They are normally in full time employment with a

professional job.

They have a passion for cars and know the latest models
and specifications.

When renting a car they want to enjoy the driving

experience.
Think, Feel…Do!
What impact your campaign should have on the target audience…

Think – Renting with Avis is more than getting from A to B.

They want to experience the latest models when they rent Avis

Feel – Inspired by Avis’ involvement with Formula e and it’s vision for the future

Do – Rent with Avis directly through their website and engage with them via
social media.
 What you could do…
We want you to come up with a BIG IDEA for motor enthusiasts. Your idea could be expressed in many different ways.
We want you to use at least TWO different channels in your campaign.

PRINT AD AUDIO FILM EVENT DIGITAL SOCIAL IN STORE

You could use You could Create a piece You could Think about how
Design an Avis has thousands
Photoshop to create a piece of film. Think design a you could use
event. Give us of stores which you
design an advert of audio using about where concept for a social media.
as much detail could utilise in your
for print. Think Garageband. you’d show it. website or app. How can you get
as possible. campaign. You
about where This could be a Online or Use young people to
Why and how could alter the
you’d display it; podcast, advert offline? Why will wireframes to spread the
would people customer
in a newspaper, or even a song. people watch show us how it message?
attend? How experience to
billboard or Where would it? would look and
will they find highlight the
underground for you play it? work. Why
out about it? Formula e
example. would people
connection.
use it?
Don’t let these ideas limit you. Your idea can come in any shape or form. Be as creative as you like.
THINK BIGGER
We want your idea to be original and something that hasn’t been done yet. Think bigger than putting logos on helmets and
billboards at the racetrack.

= BORING!

Get inspired by what other

brands have done…
Get Inspired…
Thank You #YouAreFootball
Barclays sponsors the Premier League.
They launched an ad, which aired on TV
and online thanking supporters for their
unwavering devotion through triumph
and tragedy.
https://www.youtube.com/watch?
v=OzAxEIcFHRE
Heineken encouraged twitter users
to submit questions to their
favourite football players during the
Champion’s League using
#Sharethesofa..
http://adsoftheworld.com/media/
online/heineken_share_the_sofa
IBM produced real-time data for
Wimbledon. The IBM Kiosk at Wimbledon
combined in-match player statistics with
social media to provide a regularly
updated leaderboard. Trophies were then
3D printed to represent the impact they’d
had during the tournament.
printedstars.https://www.youtube.com/
watch?v=z7m49lzQzXU
More Information about Avis…

Avis ‘Unlock the world’ TV advert

https://www.youtube.com/watch?v=qQlSNYMTEhE

More about We Try Harder:

https://www.youtube.com/watch?v=QamKVlqoh5Q

New Avis UK website:

www.avis.co.uk

More about Formula e:

http://www.fiaformulae.com/
 Present your idea
Once you’ve come up with your idea it’s time to present it.
Avis want to see all the thinking behind your idea. You could use Powerpoint or Prezi to create
your presentation.

Make sure you cover the following;

-  Your research into Avis, Motor Enthusiasts and Formula e.
-  What inspired you?
-  Your idea development.
-  Explain why it suits the target audience.
-  Explain why you think your idea would work.

Once you have finished your presentation, it is time to upload it to www.iamcreative.org.uk so the judges 12
can see your work.
If you have any questions about this process please email clare@ideasfoundation.org.uk
If you make a film upload your it to YouTube and put the link to your film in either the presentation or
description box on the I Am Creative website.
What’s next?
PITCH:
The top four teams will be invited to Avis’ advertising agency’s
offices to pitch to Avis and a creative professional from VCCP.
They will then select the winner and highly commended entries!
This is a once in a lifetime opportunity to make your mark!
PRIZES
WINNER: £100 of high street vouchers & a place on The Ladder,
the Ideas Foundation progression group.
We can help you get the experience and skills you need to get a
job in advertising.
HIGHLY COMMENDED will also be invited to join The Ladder.
 Good Luck!
We can’t wait to see your ideas…