AVIS - WE TRY HARDER
Car rentals are associated with being expensive, untrustworthy, and dishonest.
Deliverables (3 elements to this campaign)
1. Print advertising
2. An improvement to their new App
3. Behaviourally optimised website (increasing transparency)
When you own something, you love it more (the endowment effect).
Reframe rental as temporary ownership.