We decided to concentrate on the one and only media channel the target audience all had in common – their dogs. We created Hertz branded dog bones, each bone had a tag with information about the service together with a link to the website and a phone number for easy booking. The bones were hidden under bushes and behind lamp posts where only a sensitive canine nose could sniff them out. The message was delivered directly to its intended target – all thanks to our four-legged friends. The purpose was to create liking among the dog owners and have them to tell others about the new service. We thought that placing a couple of hundred bones in Stockholm would be enough to get the desired word-of-mouth and reach the sales goal.

All the hire cars that had dog cages, were immediately booked. This short and budget-wise small campaign have also had very good long term results. After the campaign period in June, the cars with dog cages are still being fully booked up months in advance.The campaign was picked up by a number of big blogs followed by dog owners and the case movie it self has some 30,000 hits.The strength of the campaign lies in the choice of media. That choice is the reason why the campaign has had a great word-of-mouth effect.