Self-confessed car enthusiast, Gaby Roslin, has become the face of a digital marketing campaign for Europcar set to debut this month.
The campaign is designed to launch the new Long Term Flex service from the car rental giant.
Experiential agency, Launch, is driving the campaign, as well as drawing on consumer research.
It will be supported by a social media campaign.
The campaign focuses on helping car buyers ‘do the maths’ to find the best financial solution for their motoring needs.
Motorists will be targeted with a short engaging film, using a mix of go-pro and camera footage of Gaby Roslin in the passenger seat as she takes the Great British Driving Test, a fun, interactive quiz developed to demonstrate the competitive price value and key benefits of Long Term Flex.
To support this activity, Europcar - itself recognised as the World’s Leading Green Transport Solutions Company by World Travel Awards - is investing in a social media campaign across its own channels, as well as paid visibility online.
A fleet of Europcar Long Term Flex branded cars will also take to the streets in London and Liverpool during February encouraging motorists to take the test.
A promotional competition will air on Heart FM Liverpool, giving one lucky winner the chance to drive away in a new Long Term Flex car for six months.
“With Europcar Long Term Flex we continue to lead the market with mobility solutions designed to meet the needs of today’s motorists,” explained Gary Smith, managing director of Europcar Mobility Group UK.
“We understand the challenge motorists have when it comes to car finance and deciding what is the best option for them.
“This marketing campaign taps into those struggles and answers them by offering Long Term Flex as a solution.
“We have hired leading brand and experiential agency, Launch, to deliver a high impact, creative campaign using the celebrity power of Gaby Roslin to reach an even wider audience and engage with motorists who could benefit from our innovative approach to car use.”