Results and Effectiveness

The campaign is too fresh for definitive results, and it’s obviously difficult to measure its 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.

Creative Execution

Targeted media was crucial to the success of this campaign. We targeted specific regions of New Zealand based on a) areas where road accidents occur most often and b) areas most frequented by specific nationalities. We tailored the language of our radio spots based on those statistics.

Insights, Strategy and the Idea

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 resulting from driving on the wrong side are quite alarming, so Budget decided to take action in a unique, innovative way, that was extremely relevant to its customer base. 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.