Hertz Asia has launched a campaign to raise its profile amongst a newly targeted market - the tertiary students in Singapore.
In an effort to engage young drivers, the brand launched Singapore's first drive challenge called the Hertz Drive Challenge. This was in an inaugural collaboration with Campus Magazine which is free-distribution tertiary student publication. Held on 13 September 2014, the challenge saw five teams of tertiary students taking to the streets and battling it out to win the coveted prize of a seven-day six-night self-drive adventure along Gold Coast, Australia.
The teams were handpicked from various entries from students aged 19-26 enrolled in Singapore's various tertiary education institutes. They also got to drive Peugeot and Ford cars provided by Hertz to four pit stops around Singapore where they completed various challenges.
Updates on social media streamed in real-time where supporters of the event could participate using the localised hashtag #ChopeTheRoad. In the meantime, student-video graphers from various local art schools were attached to each team to document every aspect of the event.
The winning team, and the respective student video grapher, will also have the chance to try skydiving, jet boating, thrill rides in Dreamworld and more during their Gold Coast trip. The prize also includes airfare, service apartment accommodation and rental of any car of its choice from Hertz’s extensive fleet.
Hertz's commercial director Lo Li Wen said that Australia is a key destination amongst Singaporeans and that this campaign hopes to cater to young travellers' self-drive aspirations by providing a chance to win an opportunity to do so on the Gold Coast with Hertz.
Lo added:“We wanted to reach out to tertiary students in Singapore, who are potential young car renters for Hertz. We could have pumped dollars into display advertising, outdoor advertising and road shows. But we chose to focus on this unique, alternative style of engagement with Campus via social media and outreach, as we believe it is the most targeted and relevant platform for this segment.”