Building a campaign
on core values.
Translating new internal values into an omnichannel brand campaign.
The world's largest car-sharing marketplace, Turo, turned seven years old and wanted to celebrate. After a successful campaign in 2022 that unveiled their new tagline, “Find your drive,” the team came to Huge excited by the potential of how their brand could grow and resonate with a broader audience. Research revealed that Turo had a reputation with renters as a “luxury” option, something only booked for once-in-a-lifetime special occasions (think: weddings, prom, etc). With their sights on a broader audience, it was time to take a critical look under the hood of their new brand platform and see how their core values could translate into a campaign to target and reach more drivers.
Team
As a creative on part of a larger team at Huge Inc, I worked as the Senior Copywriter alongside a Content Strategist, Art Director, and Visual Designer.
Primary goal
Our client wanted to target and reach hosts and renters booking a Turo for more “everyday” use cases (think: a weekend upstate, your kid’s birthday, picking up groceries). Our task was to deliver an omnichannel campaign strategy that brought their newly defined core values to life.
Our campaign concept pitch that started it all.
Getting started
We ran several workshops with the brand team at Turo to get a better idea of all things Turo, where the brand had been, and where they thought it could go. We grouped themes from our time together and paired them with strategy work the Turo marketing team shared with us. to help define our approach for the campaign. While we wanted to lean away from “luxury,” we decided to lean into an angle of “elevation” with our audience, whose primary goal with Turo might be more practical but internally is laden with a desire. Meaning, we wanted to paint a Turo rental as a proper vehicle not only to get from A to B, but to turn the key on another life, a dream, or fantasy.
My role
As the senior copywriter on the project, I worked with my team to workshop campaign concepts, nail down a core description, and present our ideas to the client. This process included:
Expanding on the previous strategy to better understand our audience and craft a message that would resonate with them. This involved creating user “archetypes” and brainstorming use cases based on real data from Turo.
Collaborating with designers to bring imagery and concepts to life. In all of our mock images, I partnered with our visual designer to refine a concept and pair it with an appropriate headline. For the strategy work, I partnered very closely with our art director to clearly articulate our work and the reasoning behind it.
Editing and refining our concepts and mocks based on feedback. Later in the partnership with Turo, this would also include writing social media posts for future use and an outline for a press release about the new campaign. Here’s how the Turo marketing team used my work.
Me and my dog in front of a subway ad made from one of my “throwaway” headlines earlier on in the project.
Deliverables
Alongside headlines and the campaign hero, I wrote scripts for audio spots and the campaign hero, descriptions for potential OOH brand activations, and briefs for hiring social media influencers.
Takeaway(s)
The more clarity you have on your audience, the better you’ll be able to speak to them. You can never be too specific on a brief. Script writing for spots is very fun.