Vehicle sharing marketplace Turo is launching a fantasy-fueled campaign that plays up the adventures that can be had just by renting a car or truck.
The effort, created by SixTwentySix and directed by Miles & AJ, is a followup to the “Find Your Drive” campaign that launched a year ago.
In partnership with Huge and Bridge Analytics, Turo developed a digital-first campaign strategy that highlights the company’s unique selection. The media buy includes social, OTT and out-of-home channels. It uses Epic Games' Unreal Engine to bring the vibrant spots to life for the Internet-based platform.
A 60-second spot, “Open Doors,” features Zora, a woman in her mid-30s. She’s listening to a beat on her headphones and suddenly she picks up her phone, scrolls through photos of cars on the Turo app, and clicks on a cherry-red 1992 Corvette convertible. The spot also features her in another vehicle, a Toyota 4Runner, rotating seats with three fun-loving friends as they drive through a road trip. Next, she is shown at a campsite with a Rivian electric truck and then the spot ends with her in a bright yellow Ferrari.
The fourth wall is broken as she looks into the camera, a clapboard reading “Zora ‘Book It’” snaps, and the camera slowly pulls back to show the Ferrari amid magically blooming flowers. A title graphic, “Open the Doors to Extraordinary,” segues into a final slate, “Turo: Find your drive.”
This campaign, which is aimed at Turo’s core age 25-44 customer, is different from traditional automotive content, focusing less on the vehicle’s features and more about experiencing the journey of the driver, says AJ Favicchio, SixTwentySix executive creative director.
“This project’s goal was to really show off the benefits of what Turo has to offer compared to the competition, offering a huge selection of vehicles — from vintage to ultra luxurious — fit for any experience one could want,” Favicchio says in a release.
The company is launching this month in Australia and has just partnered with The Michelin Guide for exclusive "drive to table" experiences.