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Hertz Asia tests Singapore students on driving skills to win trip to Australia

The Victoria's Secret team

The ‘Victoria’s Secret’ team

Car rental firm Hertz has launched a campaign targeting tertiary students in Singapore with a driving competition to win a tour across Australia.

Five student teams competed to win a seven-day six-night self-drive trip on Australia’s Gold Coast in the Hertz Drive Challenge.

The contest, created in partnership the student magazine Campus, saw teams compete in challenges such as ‘parking kareoke’, which tested students’ singing and parking skills, and ‘Boot Loot’, which challenged them on their abilities to fit as many balloons as they could into a car.

The campaign to promote the contest used the hashtag #ChopeTheRoad. The prize was sponsored by Tourism Queensland and Etihad Airways.

Hertz’s commercial director, Asia, Lo Li Wen, said: “We wanted to reach out to tertiary students in Singapore, who are potential young car renters for Hertz. We could have pumped dollars into display advertising, outdoor advertising and road shows. But we chose to focus on this unique, alternative style of engagement with Campus via social media and outreach, as we believe it is the most targeted and relevant platform for this segment.”

She added: “Our outbound business from young drivers has increased steadily over the years. Many of them are doing long road trips in Australia, New Zealand, USA, Canada and Europe after graduation. We want to cater to their self-drive aspirations.”

The universities involved were Temasek Polytechnic, National University of Singapore, Nanyang Technological University, Republic Polytechnic, Curtin Singapore, SIM University, Singapore Management University and University College London.

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