Thrifty car and truck rental: Free Placement

FREE AIR-TIME – THAT’S THRIFTY THINKING. Thrifty challenged JWT Sydney to give them a point of difference in the competitive car rental market. The agency found that Thrifty don’t just rent cars, they provide their customers with a different way of thinking – ‘Thrifty Thinking’. Which means they offer their customers ways to be clever with their money.
In order to bring the brand idea to life, JWT not only applied ‘Thrifty Thinking’ to their ads but to the way in which they advertise. To compliment the existing ‘Birthday Girl’ TVC (on BestAds a few months back), a series of organised stunts and advertising concepts have been planned to communicate Thrifty Thinking. The first activity went off with a bang last week when giant starbursts were held up behind TV hosts David Koche and Melissa Doyle during a live TV broadcast of Australia’s highest rating breakfast programme, ‘Sunrise’ on Channel 7. The message read, ‘Free placement on live TV. That’s Thrifty thinking’. The starbursts were seen clearly for over 4 minutes during the 8am prime time slot. This equates to over $100,000 free media, reaching an audience of almost 1,000,000 viewers.
Now that’s Thrifty Thinking.