Increasing fan engagement for Enterprise Rent-A-Car

Enterprise Rent-A-Car: Legendary Journeys

Action: To raise sponsorship awareness of the Enterprise brand across Europe

Fuse have been a proud agency partner for Enterprise Rent-A-Car since 2015, having supported its global strategy and activation of the UEFA Europa League sponsorship to date. In the 2018/19 season, Fuse were tasked with increasing sponsorship awareness in Enterprise Rent-A-Car’s corporate markets of the UK and Ireland, France, Germany and Spain, as well as its franchise markets across Europe.

Create: Elevating fans’ journeys throughout the UEFA Europa League

Evolving Enterprise-Rent-A-Car’s positioning on owning the journey to and from the UEFA Europa League, we wanted to elevate the fan journey to the game, by transforming them into Legendary Journeys. Legendary Journeys was an insight led, content campaign to drive awareness amongst a pan-European audience and increase fan engagement.

Whilst optimising UEFA assets, Fuse created a content series featuring Michael Ballack, Robert Pires and Frédéric Kanouté, taking the football legends back to their former clubs to experience a typical match day journey to a UEFA Europa League match with the local fans. The series was launched with the three ambassadors interviewing one another on their own Legendary Journeys throughout their football careers.

As fan engagement was a key priority, fans also had a once-in-a-lifetime-opportunity to win the UEFA Europa League trophy for 24 hours, sharing the prestigious piece of silverware with their friends, family, colleagues and the local community. Local media partnerships were created to host competitions to win this amazing prize, whilst maximising brand awareness in the local market.

The campaign was amplified through targeted media spend through Facebook, Instagram and Twitter, Enterprise’s own channels, and UEFA social channels, as well as utilising talent for PR opportunities to further drive sponsorship awareness.

The Legendary Journeys campaign ended in Baku for the UEFA Europa League final where we delivered a hospitality guest programme for Enterprise guests from ten different global markets. The programme included a business event with Robert Pires and influencer attendance at Fans Final.

Impact: views across Europe

  • 20+ million content views across Europe
  • 327 pieces of PR coverage with 38.2 billion opportunities to see
  • 46+ million views of the UEL Fans Final content from two of the most influential global football media

Click here to view our previous work with Enterprise.