We started by looking for the reasons why people rented a car for their holidays. We found that one of the reasons was that their own car doesn't have enough luggage space. This became the foundation for our campaign.Further research led to some interesting findings. A teasing press release soon followed. The attention in the press helped, building further momentum for the problem. As a solution, Avis gave people the opportunity to practice their packing through an addictive online game. On the supporting website we gave them funny, yet useful tips and promotions of cars with extra luggage space.

Our press release gained a lot of media attention, leading to increased media value despite our limited budget.During the traditionally slow summer period around 40,000 people played our game.The email database was almost doubled and the online sales increased by 10% compared to the same period the year before.Our microsite delivered many hot leads to Avis.nl.Many holiday related forums and blogs also discussed our promotion.This Dutch promotion was so successful that Avis ran the promotion in several other countries, including the UK.