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Hertz Asia has unveiled a campaign to raise its profile amongst a newly targeted market – tertiary students in Singapore. In an effort to engage young drivers, it launched the nation’s first drive challenge for tertiary students, in an inaugural collaboration with Campus Magazine, Singapore’s biggest free-distribution tertiary student media.
Held on Saturday 13 September 2014, the Hertz Drive Challenge saw five teams of tertiary students taking to the streets and battling it out to win the coveted prize of a 7-day 6-night self-drive adventure on Australia’s Gold Coast.
Teams were handpicked from numerous entries submitted by students aged 19 to 26 years, from various tertiary institutions across Singapore, namely Temasek Polytechnic, National University of Singapore, Nanyang Technological University, Republic Polytechnic, Curtin Singapore, SIM University, Singapore Management University and University College London.
Participating teams drove Peugeot and Ford cars provided by Hertz to four pit stops around the island, where they completed various challenges, such as ‘Parking Karaoke’ which put their singing and parallel parking skills to the test, and ‘Boot Loot’, which challenged their spatial knowledge.
Using the localised hashtag #ChopeTheRoad, friends, families and car aficionados also participated in the event by cheering on their favourite teams, as updates on social media streamed in real-time. Meanwhile, student videographers from various local art schools were attached to each team to document every bit of the action that the teams got up to.
The official race video and winning results were broadcast on Sunday night (14 September 2014) via Vimeo, with the winning 4-man team,Jerrold & Friends, comprising students from Curtin Singapore, National University of Singapore (NUS) and SIM University, finishing first based on points accumulated both during the race as well as a special pre-race social media challenge.
A key objective of the campaign was to create an opportunity for Hertz, a nearly 100-year- old brand founded in 1918, to connect with a younger audience, said Hertz’s Commercial Director, Asia, Lo Li Wen.“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.”
Their efforts paid off, with Hertz garnering a reach of over 30,000 views on Facebook and delivering more than 100,000 impressions – with the biggest engagement among the 18 to 24 age group – since the start of the campaign on 21 August 2014.
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