Europcar kicks-off search for ad agency

Europcar, the vehicle rental firm, is holding a review of its pan-European advertising account.

Europcar is reviewing its Euro agency account
Europcar is reviewing its Euro agency account

The company has approached a number of network agencies regarding the business, with a view to holding a pitch over the coming months.

The move follows the appointment of Marine Boulot as Europcar’s group communications director. Boulot joined the company in January from Technicolor.

Europcar’s pan-European advertising activity is currently handled by Ogilvy & Mather Paris, which has worked on the business since 2007.

In January the agency launched a new campaign called "Crush Hour", which aimed to promote Europcar’s "Auto Liberte" offering, a service that encourages consumers to rent cars instead of buying them.

The campaign saw Europcar carry out a series of "Punk’d" style pranks where it towed away people’s cars and replaced them with crushed cubes cars.

The driver’s reactions were filmed using hidden cameras, and a video of the stunts was posted online.

Mediavest currently handles Europcar’s media planning and buying account, while Bigmouthmedia is the incumbent on its natural search business.

Based in Paris, Europcar currently operates 200,000 vehicles in 143 different countries, and has the largest fleet and airport presence in the UK.  

The company went through a major rebrand in 2008, following its merger with National car rental and Alamo Rent A Car.