Avis - We Try Harder
Targeting - Consumers seeking reliability and exceptional service in car rentals, positioning Avis as the choice for those who valued effort and dedication.
Core Theme of the Campaign -
Avis turned its underdog status into a strength, emphasizing dedication and customer service as a way to distinguish itself in a competitive market.
About the
Campaign -
Avis' "We Try Harder" campaign, launched in 1962, revolutionized marketing by embracing its position as the second-largest car rental brand.
Formula applied by the Campaign to elicit customer action -
The standout feature was the slogan "When you're only No. 2, you try harder," reflecting Avis's commitment to surpassing the leading competitor, Hertz.
Business Title
A Look at
the Campaign
1. In 1962, Avis faced tough competition from Hertz, holding only an 11% market share and 13 consecutive years without profits.
2. Doyle Dane Bernbach, the legendary ad agency, crafted the "We Try Harder" slogan to embrace Avis's second-place position.
3. The campaign acknowledged Avis's imperfections and portrayed them as a testament to their commitment to improvement.
4. The tagline "Or else" conveyed the urgency of Avis's efforts, creating a memorable and impactful message.
5. Avis aimed to redefine the narrative, making being second-best a virtue by emphasizing dedication, effort, and customer-centric values.
6. The campaign resulted in a 28% jump in Avis car rentals and record revenues of $31.2 million by fiscal 1964.
7. Customers resonated with Avis's honesty and perceived effort, challenging the traditional marketing approach of projecting perfection.
8. "We Try Harder" became one of the most brilliant ad slogans of the 20th century, showcasing the power of authenticity and embracing one's position.