Hertz Portugal: Green light for a national company
Hertz Portugal: Green light for a national company
Challenge
In 2020, it was announced that the American car rental company Hertz had filed for bankruptcy. However, Hertz Portugal, as an independent Portuguese company, was unaffected by this financial and media disaster. The Portuguese operation remained open despite the negative impact of the pandemic on the business — with tourism at a standstill, car rentals dropped by 70%. In July, with summer about to begin, Hertz Portugal wanted to turn the page on its most difficult moment since it began operating in Portugal.
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Strategy
Corpcom designed a strategy to meet two goals: to distance Hertz Portugal from the bankruptcy narrative and to showcase the innovation behind the Portuguese company with the launch of the Hertz Campers product and Hertz Portugal's new partnership with Jeep. At the start of the summer, the Portuguese government introduced a traffic light system for beaches to prevent overcrowding: green for a beach with low occupancy and red for a crowded one. These beach traffic lights were one of the government's most controversial measures during the pandemic. And it was precisely these traffic lights that paved the way for our creative idea: a video inviting the Portuguese to have a new post-lockdown experience where they could avoid the beach traffic lights and discover Portugal's secret, deserted sands.
Results
The result of this campaign was massive coverage in major media outlets, including television. Hertz Portugal saw an increase in bookings, and Hertz Campers became available in more Portuguese cities. Above all, at no point did the Portuguese press associate Hertz Portugal with the bankruptcy of the international Hertz brand.
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Other success stories
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