A story of true graduate attraction

The beginning

Many graduates might not make a car rental company their first career choice. But speak to the new recruits at Enterprise-Rent-A-Car and they'll tell you it's the best-kept secret in the graduate market. It was our job to let it slip.

Enterprise Rent-A-Car wanted to develop a marketing campaign that would attract and recruit 1,000 graduates in the UK and Ireland, and 300 graduates in Germany. So, we thought it was time to dare to be different.

The middle

The creative idea centred on giving candidates the choice between a job with the usual stuffy, corporate giant or working at Enterprise Rent-A-Car – a place where you can manage your own branch in as little as two years. And by executing this in a humorous, imaginative way, we were also able to give Enterprise Rent-A-Car a distinctive and immediately recognisable voice in a crowded marketplace.