Sixt rent a car

Robin Ruschke, Director Brand Strategy
Per Voegerl, Managing Director
David Jackson, Head of Marketing UK

Grey London *Lead Agency

Rachel Walker, Planning Director
Simon Brotherson, Creative Director
Nick Dutton, Managing Partner
Bianca Bensemann, Business Director
Oliver Pople, Digital Strategist

Manning Gottlieb OMD *Lead Agency

Glenn Burchnall, Business Director
Tom Cocker, Client Business Director

Sixt's campaign challenged the functional mindset of car rentals, and encouraged consumers to Drive Smug in Sixt's premium but well priced fleet. A highly focused media strategy sacrificed reach for domination, allowing the brand to look big and bold, despite its small budget. All targets were exceeded within 12 weeks. Revenue in London grew +52%, four times above expected levels. Spontaneous awareness and consideration grew significantly above target, and the brand became category leader for Premium cars at economy prices".