Avis UK challenged Web Liquid to concept, design and produce an online creative communication for its latest domestic offers. The offer was based on a simple proposition - “7 days for the price of 5” and “3 days for the price of 2”. While the offer was incredibly competitive, the challenge laid in bringing the offer to life in a simple, impactful and persuasive manner for each specific car group.

Following an initial brainstorm that yielded five concepts ranging from bumper stickers to shopping baskets, our creative and strategy team identified a calendar as the most effective way of representing the value proposition of the offer. Further concept development uncovered the calendar to be an effective way of showcasing specific car group benefits such as leg room and fuel efficiency. While the calendaring design was visually effective, it required a strong call to action that supported the visual animation. The strapline “Enjoy miles more with Avis” was identified. The strapline was then tailored to convey the specific benefits of each car group - “Enjoy miles more comfort with Avis” was used for the MPV car group and “Enjoy miles more luxury with Avis” was used for the Estate car group.

The original Summer Fleet concept has become a staple creative for Avis UK, being used to promote specific seasonal tactical offers and specific car groups to UK prospects.