Automobile rental company Avis recently partnered with the Norwegian Organisation of Volunteers for the Sunday Drive (Søndagsturer) series. The unique and meaningful initiative saw the rental company offer free car rentals on Sundays to anyone who brought along an elderly passenger. The emotional marketing campaign was a project of Good Morning, a recently launched Norwegian PR agency.
Given that isolation is a large concern among the elderly, such an initiative solves two problems; the first being that Avis found themselves with a number of vacant vehicles during a particular time of year and the second being the need for programs that socialize older citizens prone to becoming lonely and isolated. This is especially a concern for northern countries like Norway, who experience as little as four hours of daylight during the winter, making it hard to seniors to drive themselves.
The Sunday Drive series by Avis is an example of how brands can create one-of-a-kind initiatives that make meaningful opportunities for a population in need.
Kind Ride-Sharing Initiatives
Avis Will Offer Free Rentals to Those Who Bring an Elderly Friend
Trend Themes
1. Elderly Ride-sharing - Companies can offer free or discounted ride-sharing services to the elderly population as a way to combat isolation and address social needs.
2. Emotional Marketing - In an age where consumers value authenticity and transparency, companies can create marketing campaigns that focus on emotion and social impact as a way to stand out from the competition.
3. Seasonal Utilization - Companies can create new initiatives and strategies to maximize utilization during low-demand seasons, while providing unique opportunities for their customers.
Industry Implications
1. Transportation - The transportation industry can leverage the growing demand for ride-sharing services for elderly passengers, offering tailored solutions that address the needs of this unique demographic.
2. Marketing - The marketing industry can use emotional storytelling to help clients make a meaningful impact by connecting with their audience on a deeper, more personal level.
3. Hospitality - The hospitality industry can adapt to seasonal demand by offering unique experiences and services that leverage low-demand periods and help customers save money while creating new social connections.