The Professional Challenge

ArchiveThe campaign is offline. No archived build has survived.

Screens

2 screens

Objective

Avis was repositioning around business travelers, and "The Professionals" campaign put that audience front and center — Nigel Barker, Gabrielle Reece and Steve Stricker each stood in for the brand's professional edge. The iPad module needed to turn passive viewers of the TV spots into active participants, holding a business audience inside the ad unit rather than just showing them a commercial.

Solution

The ad opens with a choice: pick one of three professionals — Nigel Barker, Gabrielle Reece or Steve Stricker — who challenges the player to walk a mile in their shoes. That drops the player straight into a red-and-white driving course built from the same landscapes seen in Avis's TV spots. The player steers the car down the track, threading turns and obstacles, picking up points and rewards as the run continues. The session plays out as one continuous drive to the finish, with the score standing in for how well the player handled the course.

Results

The campaign earned seven times the average engagement rate for iPad advertising.

How it plays

5 steps

The player opens Avis's "The Professional Challenge" on iPad, an interactive module inside the brand's "The Professionals" campaign.

Three campaign figures — photographer Nigel Barker, athlete Gabrielle Reece, and golfer Steve Stricker — greet the player and each issue a challenge.

The player picks a challenge framed as "walking a mile in their shoes," taking the wheel to start a driving run as that professional.

The run takes place on a red-and-white course styled after the landscapes seen in Avis's TV commercials, with the player steering the car along the route.

While driving, the player is tested on driving skill, racking up points and earning rewards over the course of the run.