Enterprise picks you up. The well-worn tagline is literal, and it’s also a double entendre. The car rental brand is working to lift your spirits, as well.
The brand’s ad campaign from Cannonball in St. Louis is fun and lighthearted, thanks largely to the work of comedians Kristen Bell and Joel McHale.
“As the needs and habits of drivers continue to evolve, one thing remains a constant – Enterprise has their backs. We will always offer them helpful transportation solutions tailored to their needs, no matter if they’re looking to rent, buy or share a vehicle. Our new ad campaign underscores this point in a playful and witty way, which we believe will continue to resonate with consumers,” said Rob Connors, Vice President of Brand Marketing for Enterprise.
Of course, TV advertising isn’t going to reach every demographic that rents or buys vehicles. Thus, the need for content marketing, which the brand has covered with its “Making Tracks with Enterprise” video series.
A lot of brands play in the lifestyle marketing sandbox. Not many of them are able to do it consistently and effectively. Enterprise is on the right road here. Musicians and their fans need rental cars. The connection between the content and the brand’s need to convey advertising-like information is tight.