Following on from successful Summer activity at Wimbledon, Hertz leveraged their headline sponsorship of Silverstone MotoGP with a bespoke area designed to reinforce the convenience and speed of renting a car with Hertz 24/7. The We Few team were commissioned to dramatise the core message of "Travelling at the speed of Hertz". The result was an experience that allowed fans to challenge their friends to a race on a purpose built track with radio-controlled vehicles. Live commentary and a real-time leaderboard added to the action, with racers being asked to take to the podium after their race and pose with one of our Hertz pit girls for a photo.
The Hertz 24/7 car served as an entry mechanic with each racer getting a demo of the vehicle before being given a race number from inside and later being called up to race. A relevant way of controlling the queue while highlighting the benefits of the product.
The winning times from each race were recorded, along with the entrant's data recorded and Hertz MotoGP merchandise awarded to the winners. The best times from each day were awarded a high-value MotoGP-specific prize such as grid passes or even a white-knuckle ride in the MotoGP safety car.
The experience was entertaining and interactive, encouraging bike enthusiasts to reappraise Hertz. The residual message being that 24/7 offers a simple and reliable way of hiring a car both home and abroad. Over the 3 day event, the experience was exposed to 160,000 attendants, engaging 500 racers and attracting an audience of over 5000 spectators.
Aiden Howes, Creative Partner at We Few said, "Travelling at the speed of Hertz was our core message and our experience delivered this in a relevant way. Hertz 24/7 is a great product and Hertz have been keen to use experiential to communicate the product benefits through innovative and involving activity to an audience that have responded warmly."