| Title | LEFT HAND RADIO |
| Brand | BUDGET RENT A CAR |
| Product / Service | RENTAL CARS |
| Category | B03. Consumer Services |
| Entrant | Y&R NZ Auckland, NEW ZEALAND |
| Entrant Company | Y&R NZ Auckland, NEW ZEALAND |
| Advertising Agency | Y&R NZ Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Christina Hazard | Y/R | Executive Producer |
| Michaela Fenton | Y/R | Planner |
| Kelly Beange | Y/R | Planner |
| Rachel Rider | Y/R | Producer |
| James Hurman | Y/R | Managing Director/Account Director |
| Tom Paine | Y/R | Writer |
| Josh Moore | Y/R | Writer |
| Tom Paine | Y/R | Associate Creative Director |
| Josh Moore | Y/R | Executive Creative Director |
Tourism is as important to Budget Rent A Car as it is to the New Zealand economy. Therefore Budget takes a special interest in the welfare and safety of visitors to New Zealand. The statistics surrounding tourist deaths on our roads are quite alarming, so Budget decided to take action in a unique, innovative way, that was extremely relevant to its customer base.
It's most appropriate to the brand because Budget relies on tourism to stay afloat. The strength of the creative lies in the fact that it's extremely targeted, unique, innovative and memorable. We researched NZ’s road fatality hotspots and specifically targeted radio stations within those regions. We also ensured we translated the script into as many relevant dialects as possible, based on nationalities that traditionally visit those particular regions.
We decided to help tourists associate the left hand side of the car with the left hand side of the road, by playing a simple, educational script, exclusively through left hand speakers. The desired outcome was to educate tourists, decrease road accidents, and associate Budget with tackling a very real problem.
The campaign is too fresh for definitive results, and it’s obviously difficult to measure the effect on the ongoing road toll at this early stage. However Budget now has an extremely positive brand association with tackling a very serious problem. As a result, Left Hand Radio and Right Hand Radio show great potential to roll out across all 150 Budget Rent A Car locations worldwide.