Travel & Mobility
Hertz.
Five consecutive years of eCommerce revenue decline had been met with five consecutive years of lower-funnel optimisation. The channel mix had no top of funnel left. We rebuilt one on the road.
Client
Hertz
Sector
Travel & Mobility
Markets
14 metros
Duration
8 months
Year
2024
A funnel with no top left
Years of efficiency pressure had squeezed Hertz’s media plan into pure capture — branded search, retargeting, affiliate. Every dollar was chasing demand that already existed, and the pool of that demand had been shrinking annually.
Rebuilding awareness through traditional video was priced out of reach for the markets that mattered most. What was needed was presence at scale, in specific corridors, at a cost that could survive a CFO review.
Own the road to the airport
The insight was geographic. Rental intent concentrates on a handful of arterial routes — the roads between the terminal and the city. We put the fleet on exactly those corridors, timed to inbound flight banks.
Rather than a single national wrap, each metro ran creative referencing its own airport code. The localisation cost almost nothing in production and materially changed how the campaign was received.
The line turned
Direct sessions — the cleanest available proxy for unprompted demand — grew thirty-one percent year over year in activated metros while holding flat elsewhere.
eCommerce revenue turned positive for the first time in five years. Truckside was the only material change to the top-of-funnel plan in that period.
The numbers
What it moved.
- 5yr
- Revenue decline reversed
- +31%
- Direct session growth
- 14
- Metros activated
- 210M
- Verified impressions
Impressions are GPS-logged at fifteen-second intervals and third-party audited. Lift figures are measured against demographically matched control markets with no fleet presence.
On the road
The fleet in service.
Hertz wraps photographed across live routes — the same vehicles our GPS logs were counting.
It was the primary top-of-funnel tactic in the plan that year. The revenue line turned, and this was the thing that changed.
VP, Growth Marketing — Hertz
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