Campaign details
Brand: Sixt UKClient: Sixt rent a carAgency: Grey Group London
Summary:
Sometimes we do things for reasons we'd rather not admit. Sixt's "Drive Smug" campaign puts a shameful truth front and centre - we all rather like being envied and a posh motor gets us there pretty quickly.
Sixt was a no.9 brand in a commoditised market. Its proposition - premium cars at economy priceshad gained little traction. Consumers preferred brands that offered price and convenience and even a big boot over a posh marque. Car hire simply wasn't considered part...