2006 saw the development of a new, long term marketing strategy by Avis. Key to this was the reinvigoration of the Avis core brand values - ‘We Try Harder’ - and building consumer confidence by striking a balance between the persuasiveness of a their marketing promise and consumers’ own personal perceptions of the brand.

Web Liquid developed a comprehensive approach to mine consumer insight and key market priorities from online word-of-mouth (WOM) and Consumer Generated Content (CGC) relating to Avis and its competitors, subsequently leveraging those findings in a ‘bottom up’ approach to:
- Evolve strategic communications planning
- Execute tactical marketing efforts offline & online
- Develop and launch the wetryharder.co.uk blog
- Initiate conversation with customers via online review sites, travel communities and forums
- Establish measurable benchmarks and monitor them to confirm impact and growth of related ‘through-the-line’ communications efforts

This approach was integrated across multiple Avis business units including marketing, sales and customer service, and approved at Board level given its impact on the entire business. Ever since implementation, the ongoing research and marketing program has achieved the objectives of developing more intimate customer relationships, growing confidence in the Avis brand by reinvigorating “We Try Harder”, and creating overall marketing efficiencies.

In addition this project won the “SOCAP Award for Innovation in Customer Service” at the 2007 UK National Customer Service Awards.