Challenge:
Europcar Mobility Group UK challenged us to raise awareness of its long-term rental solutions among fleet decision-makers in medium-sized businesses – a group under pressure to cut costs, reduce risk, and stay nimble.
The brief? Deliver a fresh, year-long campaign built around audio, to help fleet owners rethink rigid leasing models and bring Europcar’s flexible benefits into sharper focus.
Solution:
We took the campaign off mute. With rigid leasing models losing favour, Europcar’s flexible long-term rentals needed a platform – and audio was the perfect fit. Working with our paid media partners, The Nest, we created a B2B campaign built around smart storytelling and sharper targeting.
‘Europkarma’ became our creative hook – a light-hearted, surreal take on the stresses of fleet management. We produced four distinct 30-second audio spots, each focused on a single business benefit: flexibility, sustainability, convenience, or peace of mind. These were supported by podcast host reads and digital display banners to reinforce the message across touchpoints.
This was no spray-and-pray media buy. Using rich B2B datasets, we targeted audiences with precision – filtered by industry, seniority, and behavioural patterns. No guesswork. Just smart data, delivered through digital audio inventory across Spotify, Sonos, Amazon Music and podcasts.
We also built in agility. By phasing media spend and using detailed reporting, we could fine-tune as we went – measuring campaign impact through brand search uplift, lead generation, and even account-level conversion data.
“Fleet management can be a stressful process,” said Tom Middleditch, Europcar’s B2B Marketing Manager. “With Europkarma, we’re showing our customers that we get it – and that there’s a smarter, more cheerful way forward.”