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Hertz

Hertz


The quick pitch

How can Hertz go from being a failing brand to people’s first preference when it comes to car rentals?

By providing car novices a premium experience for their short-term getaways. 2020 has been the year of road trips and Hertz can make a comeback by alleviating people’s stresses during the process.

See the full case study below!

Why you should care?

  • Runners-up in VCU Strategic Workshop

  • Deep dived into the competitive set to understand what makes Hertz stand out.

  • Scoured the internet for reviews to see what people’s opinions of the brand, their service, and their offerings are.

  • Talked off-the-record with employees in-store and via call centers.


Background:

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In May 2020, Hertz announced bankruptcy. The brand went from being a pioneer in the auto rental industry to being unable to weather the blows of the pandemic. The industry was impacted but there was room to grow.

The Ask: Revive Hertz.


Objective:

Create a repositioning campaign for Hertz to become the market leader for weekend adventurers.


What does their Competitor Set look like?

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Enterprise holds 45% of the market share (IBIS World)

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Avis is the business travelers choice.

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Zipcar is preferred for bring fast and convenient.


What were their customers saying about them?


Problem:

Hertz is no one’s first preference.

It might hold market share, but it didn’t hold space in the consumer’s minds.


Reasons to choose Hertz:

Hertz has the most premium fleet compared to other competitors.


Big Idea:

Anyone can be a hero if they have the right mentor.

Meet CAPE: Children's Advocates Protecting the Exploited

 
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What does it mean to be a hero? Heroes stand against injustice to save the most vulnerable members of society: children. Predators lie in wait for an opportunity to exploit and endanger these children. Whenever a child is endangered, there are people fighting behind-the-scenes to save them. Everyone who plays a part in a child’s rescue becomes a hero—providing energy, tools, and expertise to fight against exploitation. 

Together, they're CAPE: Children's Advocates Protecting the Exploited.

 
 

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Customer Journey with CAPE:


Content Strategy:

CAPE is all about accessibility and education.

We’ve made it easier to access resources, register for training sessions, and learn more.

Website:

We revamped the website to have an optimized, modern design that makes it easy to access resources and training or make a donation. 

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Cape Global Program:

Child abduction and exploitation is a global problem that requires local ambassadors to lead education and awareness initiatives internationally.

CAPE’s global chapters allow trained leaders to convene CAPE-certified child heroes on social media and stay aware of the challenges faced at home and abroad.

Social Media Content Buckets:

Education: Learn about child exploitation from experts in the field in order to better understand how to solve the issue.

Worldwide Reach: Explore CAPE’s worldwide presence, meet global partners, and come to a better understanding of CAPE’s international achievements.

Tools & Resources: Learn to make actionable change with the help of CAPE’s tools and resources, including its certification program and social media groups.

 
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Launch Campaign: Someone’s Child Is Missing

Confusion, panic, and frustration are just some of the emotions parents feel when their child goes missing. What if we are able to show avid social media users how it feels to lose something they care about unexpectedly?

On May 25th, International Missing Children’s Day, the letters C-H-I-L-D and individual images of people disappeared from users’ social media posts. 

By clicking the post location tag labeled “CAPE”, users could retrieve the missing letters and images while learning more about CAPE and the resources it provides.

 
 


Meet the Team:

Account Executive: Grace Becker

Brand Strategist: Niharika Verma

Data Strategist: Seán Leary

Copywriter: Caitlin Sherman

Art Directors: Amanda Vigdor & Kevin Pham

Graphic Designer: Hannah Hartstein


Behind the Scenes Content (Shhh!)

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If you made it this far in the case study I want to let you in on some fun stuff. During the 8 weeks that we worked together, we not only got to rebrand ICMEC but brand our own agency!

MEET 404!

Our agency finds the unfound by discovering bold, new ideas to decode complex challenges through innovative creative work.

Our motto is “find the unfound”. We set out to find out-of-the-box ideas to motivate people to fight for causes they care about.

#FindtheUnfound