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Connect by Hertz homepage
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URL: http://www.hertz.com
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Key Industries:
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Business
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Entertainment & Leisure
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Internet
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Motor
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Travel
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Key Sectors:
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Affiliate Marketing
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Content Management
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Design & Build
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e-commerce
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Usability
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Hertz
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Brief
Hertz approached iris to develop a revolutionary new business model for the car rental industry, which takes advantage of the developments in technology. Hertz briefed iris to build a distinctive brand, with a simple, intuitive interface, to appeal to a new, clearly defined target group. The service needed to appeal to urban and youth audiences, in particular a non-typical car rental audience of 25- to 34-year-old singles who are digitally literate, have a high disposable income and are environmentally conscious. The site also needed to meet all the needs of the members to keep calls to the service centres to a minimum.
Strategy
Recognising the power of the internet to help book and manage rental cars, Hertz has become the first and only international car rental company to offer a global car share club that allows members to drive in and out of town on a self-service, pay-as-you-go basis.
Members are allocated with an RFID card that gives them 24/7 access to cars, which are located in designated parking bays. Connect by Hertz allows members to book cars in London, Paris, and New York, providing an economical, convenient and socially-conscious alternative to car ownership.
Execution
iris and Hertz worked together to define the branding and launch campaign. iris Digital developed the site interface, look and feel and all of the front-end applications workings, including connecting to the car telematics provider through a set of webservices. The site uses a customised Google Maps application and MS dotNet CMS to handle localisation. All transactions are followed up with dynamic e-mails.
Results
The site has launched in six locations worldwide as part of the programme launch, with all registration and services managed through the website. The service has won 2 recent competitive university tenders (universities in the US are running competitive tenders to choose a single car club provider for their students – the university provides parking facilities, marketing and access to the student body; the car club provides the vehicles, customized offers and tailored marketing) and the Hertz management has stated publicly that it intends to launch in more than 40 locations worldwide.
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