Thrifty didn't know who it was. Or who it was for. Especially in relation to Dollar, its sister brand. Dollar and Thrifty shared everything from the rental counter to the positioning. I helped change that.
Define what Thrifty did and who it was for. And make it different from Dollar and other competitors.
Leverage quantitative and qualitative audience and behavior data
Build an archetype
Write a new tagline
Re-do the brand guidelines
Lead new brand awareness campaign with a video spot
Live out the new tagline
Thrifty customers thrift to save for now. Dollar customers thrift to save for later. The new positioning would be initially represented by reusing an old Thrifty ad to demonstrate the core values that would resonate with the target audience. This would be followed by other campaigns in the future that delivered on the promise that Thrifty is as thrifty as you are.
I served as the associate creative director who contributed insights in a workshop with the client and creative lead on the account. I also wrote the tagline that the client moved forward with to represent their new position: "As thrifty as you are."
Social media marketing
Now that Thrifty had a new position in the market, they needed to spread awareness of this new position to its target audience.
Spread awareness of the new Thrifty brand.
Build a relationship with the target audience
Show that Thrifty is by people like them, for them
Add humor to connect with the audience
Make creative that's part of a cohesive story
I served as the associate creative director and copywriter.