Avis - International pioneer
Avis offered one of the biggest ad agencies to make a suggestion for a campaign. Their answer was this: Give us 90 days to learn everything there is to learn about Avis, and then you will follow our suggestion 100%. The deal was made.
At that time Avis was relatively small company with about 10% market share. A survey showed that Avis was no. 2 in market share. This was in 1962.
The main point of the campaign was that Avis was no. 2, and tried harder.
Shortly after the campaign started the customers came strolling. In only 4 years the market share went from 10% to 35%.
The question arose: what would Avis say if they became no. 1? The answer: nothing! It´s much more fun and challenging to be no. 2!
Today, "We try harder", creates a strong image and a connection between the staff and the customers.
Every day, Avis does its best to give customers the best service around - and always try harder!