• by John Gaffney , July 16, 2003

It has been exactly 40 years since the birth of one of the advertising industry's most notable campaigns and most memorable taglines. Now, Avis is taking "We Try Harder" to the people.

To be more specific it's taking the tagline to people in and outside of the company, to celebrate its anniversary. Avis has created a "Who Tries Harder?" contest. Avis customers who share a brief story about an Avis employee who has "tried harder" will have the chance to win a Chevy Trailblazer for one year or one of 40 free weeklong car rentals. At the same time, employees who are cited for great service through the contest will also have a chance to win prizes. Customers enter at a www.wetryharder.com to nominate an Avis employee. The contest will run now through September 2 with winners being notified by October.

According to Ted Deutsch, VP communication for Cendant Rental Group, Avis parent company, the promotion serves several purposes. First, it gives employees a goal to continue to strive for what the company believes is its differentiating factor: customer service. Second, it gives the company a summertime promotion. With summer being the busiest season for car rentals, car rental companies historically cut back on ads and promotion. Third, it reminds consumers of campaign that gave Avis almost immediate gains in profits and market share when it started back in 1963.

"Also it's aimed at increasing customer loyalty as much as it's about increasing customer trials," Deutsch said. "We'll always take market share where we can get it, but in the summer you don't see a lot of rental car promotions because business is really in season. This campaign reinforces everything our brand is about."

Customer service has won Avis the top spot in the brand loyalty rankings from the Brand Keys consumer survey three years in a row. It also enables Avis to charge more money per rental, therefore its worth stressing to consumers in a market where car rental companies are dangerously close to commodities.

"Our research shows us its one of the things that allows us to charge a higher rate," he said. "Top companies will give you a quality car, but technology, service and speed of transactions are where we make our mark."

The launch will be promoted mostly through the Internet and through on-site promotions. The Avis website currently has 1.5 million users per month, according to Deutsch.