Avis Brags about its Second Position — And Gives Us a Marketing Lesson in it

In its ads, Avis happily bragged about being the second-best car rental company.

They subtly pointed out that they can’t afford to provide sub-par services or ignore customer satisfaction unlike the Number 1 company (Hertz).

Did This Ad Campaign Work Wonders?

In the very first year, Avis made a profit, finally. In the second year, its profit jumped by 150%. In the third year, it doubled again. Slowly, Avis started stealing a large part of market share once enjoyed alone by Hertz.

“We Care about People Who Liked It,” said DDB Director

When “We Try Harder” campaign was launched, Avis and DDB team researched to see the people’s reaction.

“We Try Harder.”

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