Sixt, Germany's largest rental-car provider, primarily goes after business travelers and vacationers at airports. The following are a few ideas we had to generate as much awareness as possible.
We raise awareness for the new BMW X5 with its premium sound system by equipping display vehicles with lowrider suspensions. They're hooked up to iPod docking stations at airports and if you play a track the car dances to your music. ("Finally a country boy who can dance!")
When you say "Concrete Jungle" in Germany, people think of the area around Duesseldorf Airport. So we reminded business travelers which rental car a real expert in all things jungle would choose. This is a real BMW and the tagline reads "Don't worry, he just wants the car. (Get the BMW 3-series at sixt.de)"
This was to be an especially creepy installation. These eyeballs were to be connected to a motion sensor and as you walked past the installation they would keep staring at you angrily. All this to make business travelers feel guilty about not having rented a cheaper car from Sixt. Sadly the piece they produced after our departure didn't do the idea justice.