Budget presents the 'Budget and Go Because' campaign
12 June, 2014
With Time Out, through Maxus Partnerships
An exciting partnership that offers drivers an immediate holiday experience
— Budget, the car hire company is launching ‘Budget and Go Because’, an integrated summer campaign with Time Out, targeting an audience of fun-loving adventure-seekers with quick turnaround competitions for ‘drive off’ holidays.
The campaign was created, planned and negotiated by Maxus Partnerships, with creative from VCCP.
The ‘Budget and Go Because’ campaign kicked off on 27 May and runs until 29 September. It launched with a cover-wrap in Time Out magazine and a Budget brand hub on timeout.com, live for the duration of the campaign.
Budget is targeting an audience of 25 to 44 year olds, who use car rental as a cost efficient way to enable them to do more of the things they love, whether those are hobbies, sports, festivals or visiting landmarks, along with looking for the best deal with the least stress. Time Out – as the guide to the best city activities and attractions – is a key platform for target audiences to enjoy this content.
Budget is offering audiences four chances to ‘drive off’ on holiday. Various display formats across the timeout.com will direct audiences to the Budget hub where they will have 48 hours to register their names in a competition to ‘drive off’ that weekend to an exciting destination. A countdown clock running across all Time Out hub pages will ignite during the four ‘Drive offs’ offered throughout the campaign. Winners will get a weekend trip to destinations including Amalfi, Helsinki, Barcelona and Dubrovnik, along with flights, accommodation, spending money and a Budget rental car.
Less stress, more transparency
Along with the competition, Time Out, with Budget has created an interactive widget to help plan holidays, housed on the Budget brand hub on timeout.com. The widget asks visitors to select a destination or interest and offers a selection of activities – including entertainment, food and drink and hotels at a number of destinations including Barcelona and Helsinki.
The campaign is further supported through social media, with Time Out driving conversations towards the Budget hub page.
Darren Peacock, brand director, Budget EMEA, said: “The opportunity to work in partnership with Time Out to create this inspirational campaign was one that we could not turn down. We saw the opportunity very early and the idea grew and expanded. Time Out has provided us with a target audience of consumers who are spontaneous and looking to create new experiences. It allows us to position Budget as an enabler of creating memories and experiences, allowing customers to benefit from a great value mode of transport so they can spend more on the things they love to do.”
Laura Wade, head of Maxus Partnerships, said: “Budget strongly believes that car-hire across the industry needs to be a better experience for the consumer – a straightforward and simple addition to any trip at home or abroad. And for our first campaign together they asked us to communicate its less stress and more transparency message. In addition, they wanted to reach adventure-seekers looking for a simple process for their holiday experience. Without doubt, Time Out is the ideal partner for this campaign, as it’s where our target audience gets inspiration for the best places to see and do things in cities the world over.”
About Maxus UK
Maxus UK was founded in 2008 with just 30 employees, and today has over 250 staff. It is now a top ten (#8) UK agency (Campaign School Reports 2014), billing upwards of £400 million.
Maxus UK clients include BT, Barclays, L’Oreal, Fiat Group and Associated British Foods.
Maxus UK is part of the Maxus Global network which employs over 2,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. It was named RECMA’s No1 for Vitality in the UK, Campaign’s Global Media Network of the Year 2011, Ad Week's US Agency of the Year 2011, and one of Ad Age's ‘Agencies to Watch’ for 2012. For more information, visit www.maxusglobal.co.uk
Maxus Global is part of GroupM, the world’s largest media investment management group that serves as the parent company for all of WPP’s media agencies, and which buys over one third of the world’s media every day. The newest of GroupM’s agencies, Maxus Global is the only agency born in the digital age and the fastest growing global media network for the last four years (source = Recma). For more information visit www.maxusglobal.com