The aim of this campaign was to start creating a distinctive and memorable brand voice for Budget Rent A Car, who to date have only run retail ads in New Zealand. Our key customers are 50+. They are looking for value but equally desire quality and comfort.Using the biggest, most famous sound effects of all time, we produced a long-format radio campaign (most New Zealand ads are 15 or 30 seconds) to promote two of Budget’s core offerings: reliable vehicles and quality service.