Rather than the usual soppy, kitch Valentines gift of heart shaped chocolates, plastic roses or red balloons with lovey-dovey copy printed on them, we decided to take all these over the top, typical Valentine elements and throw them into one tongue-in-cheek card that would show consumers that Avis tries harder, while also spreading a little joy and laughter on this special day.

We handed these emergency cards out on Valentine's Day in local shopping malls to passers by, as well as to customers at selected kiosks and the staff at the head office. All cards which were left out for people to pick up themselves were gone. Those who were handed the cards were visibly amused, customers laughed and filled the cards in while waiting at the kiosks, and letters were received to thank and compliment Avis on the way in which they chose to Try Harder on the 14th of February.