It's most appropriate to the brand because Budget relies on tourism to stay afloat. The strength of the creative lies in the fact that it's extremely targeted, unique, innovative and memorable. We researched NZ’s road fatality hotspots and specifically targeted radio stations within those regions. We also ensured we translated the script into as many relevant dialects as possible, based on nationalities that traditionally visit those particular regions.

The campaign is too fresh for definitive results, and it’s obviously difficult to measure its effect on the ongoing road toll at this early stage. However Budget now has an extremely positive brand association with tackling a very serious problem. As a result, Left Hand Radio and Right Hand Radio show great potential to roll out across all 150 Budget Rent A Car locations worldwide.