Apex Rentals Does It The Kiwi Way

The online advertising space is known for its bleeding edge innovation, often high risk, but with extremely high returns.

apex rentals does it the kiwi way

Apex Car Rentals is a New Zealand company taking the bold step of using its YouTube channel to launch its latest TVC and inviting subscribers to offer feedback. The first ad in the series features a woman surrounded by the bright city lights of Tokyo, yearning for home. She discovers Apex Car Rentals can help make that dream become a reality by heading home and taking some time to drive around the wild coastland of New Zealand, rekindling her love for home. Apex is flexible and there to help – the Kiwi way of doing things.

The YouTube video has received over 48,000 views in just over six months since it was uploaded and total channel views are over 144,000.

For ongoing YouTube engagement, subscribers were asked to help shape a future Apex TVC campaign, planned to be shot later in the year.

Ricki Shaw, Director of Apex Car Rentals says awareness of their brand following YouTube activity has doubled.

"Through the YouTube channel we've managed to communicate directly with our customers and find out from them what they want to hear from us. It's a valuable tool to learn who our customers are and where they are coming from; receiving continuous feedback like this has been imperative to our campaign."

"We've received fifteen to twenty suggestions a day about the next TVC; this is a huge amount of interactivity and we are really pleased to see that the campaign is engaging our customers."

"What's more, the suggestions so far have been on brand for Apex and feedback has been very positive. Everyone loves the idea of doing business the Kiwi way and getting back to your roots. We've had suggestions about what the characters might do next and where they might go. People have become very interested and it's great to see them interacting with the brand," Mr Shaw continues.

The interactive campaign has allowed Apex to build initiatives that ensure they deliver a brand experience that will continue to engage customers.

"There are a few more months for this campaign to run its course and it will be great to have a rich pool of ideas to choose from. It's telling us that Kiwis really understand our brand."

In addition to the highly successful YouTube channel, Apex has been enjoying search success.

"Both paid and unpaid search is very important to us. Around 80% of our bookings come from overseas and we rely on AdWords to help get us in front of those customers," Mr Shaw says.

"Using these simple but effective methods of reaching our customers has been a success for Apex and we are always looking for ways we can take it to the next level and really connect with our market. We hope that mobile web will be a game changer for this industry and we are at the forefront of this innovation," Mr Shaw continues.

The Apex mobile site was first launched late last year and has now been relaunched with full functionality in real-time pricing, booking and secure credit card payments. iPhone users are now able to book their rental car on-the-go and not waste time having to go through the formal booking process in person or on the phone.

"We really want to make sure we are reaching all of our customers, not just the ones who can get to our office or make a phone call. Renting a car should be a painless process and I think our team has really got the right idea when it comes to thinking outside the box."

"iPhone and Android users will get a dedicated user-friendly page when they visit apexrentals.co.nz while they’re on the run," Mr Shaw says.

Shaw is proud to boast that the Apex YouTube campaign has been driven in house from his own innovative team, reinforcing it is an example of 'doing it The Kiwi Way.'

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