Avis' Revolutionary Marketing Strategy

Introduction

In 1962, Avis Car Rental launched one of the most iconic marketing campaigns in history. At the time, Avis was faced with a seemingly insurmountable challenge: its biggest competitor, Hertz, enjoyed a dominant position in the market with five times the advertising budget and a significantly larger share of customers. Desperate to find a way to stand out, Avis took a bold approach by enlisting the help of the advertising agency DDB.

Avis made a strategic decision to give DDB complete creative control without any tweaks or modifications. This trust in the agency led them to develop a brutally honest and straightforward campaign that focused on the company's shortcomings as a second-best rental car service. Avis openly acknowledged their disadvantages—slower service, fewer rental locations, and higher prices—but positioned these aspects as opportunities for improved service.

One of the campaign's most memorable components was the tagline, "We try harder." This line was inspired by copywriter Paula Green, who drew from her own experiences as a female creative in a male-dominated industry. The slogan highlighted the benefits of being the second choice in a saturated market, such as shorter wait times and a more personalized experience. The underlying message was clear: because Avis wasn't the biggest player, it couldn't afford to take its customers for granted; their service had to excel in the small details.

The impact of this campaign was nothing short of remarkable. Within just a year, Avis transformed a staggering $ 3.2 million loss into a $ 1.2 million profit—marking the first profitable year for the company in 13 years. The success of this campaign not only carved out a niche for Avis in the competitive car rental market but also set a new standard for honesty and transparency in marketing.

With its commitment to customer service and acknowledgment of its position in the market, Avis became the epitome of how a second-best company could leverage its disadvantages as strengths. This revolutionary marketing strategy continues to be studied and admired as a timeless example of effective communication in the business world.

Keywords

• Avis Car Rental
• Marketing Campaign
• Hertz Rentals
• DDB Agency
• We Try Harder
• Paula Green
• Customer Service
• Honest Advertising
• Profit Turnaround

FAQ

What was the main strategy behind Avis' marketing campaign?
Avis focused on honesty by acknowledging their shortcomings compared to Hertz and emphasized their commitment to excellent customer service with the tagline "We try harder."

Who created the slogan "We try harder"?
The slogan was inspired by copywriter Paula Green, who wanted to reflect the challenges faced by Avis as a second-best option in the rental car market.

What were some disadvantages that Avis admitted in their marketing campaign?
Avis admitted to having slower service, fewer rental locations, and higher prices compared to their primary competitor, Hertz.

What was the financial outcome of the campaign for Avis?
Within a year of launching the campaign, Avis turned a $ 3.2 million loss into a profit of $ 1.2 million, marking a significant turnaround for the company.

Why is this campaign considered legendary?
The campaign is viewed as legendary due to its honest approach and the way it challenged conventional marketing practices, demonstrating that authenticity can lead to significant success.