Activating Avis Preferred
- ClientAvis
- Services
- IndustryAutomotive
- ProjectTough Mudder, London South
- LocationHorsham, Surrey
We help activate the brand of one of the world’s largest car rental company, Avis at the UK’s premier public event – Tough Mudder.
Activating Avis Preferred
Avis Preferred and 2Heads activate the well-known car-rental brand at their very first Tough Mudder event. Taking place in Surrey UK, Avis supported participants with well-needed respite and earned all-important sign-ups to the Preferred Club.
01
The Brief
Activating the Avis Brand
Avis wanted to activate their first Tough Mudder sponsorship with a campaign that built awareness and drove sign ups to the company’s loyalty program, Avis Preferred.
Avis wanted to activate their first Tough Mudder sponsorship with a campaign that built awareness and drove sign ups to the company’s loyalty program, Avis Preferred.
Avis wanted to offer Tough Mudder participants a memorable experience that aligned with their brand’s commitment to customer care. Their goal was to create an activation that not only encouraged sign-ups but also helped them recover from the intense physical demands of the course.
02
The Challenge
Providing support to the teams
Avis needed a solution that was practical yet impactful, providing a tangible benefit to the athletes while showcasing their premium service offering. They wanted us to focus on what the Tough Mudder participants needed most at the end of their tough race.
Avis needed a solution that was practical yet impactful, providing a tangible benefit to the athletes while showcasing their premium service offering. They wanted us to focus on what the Tough Mudder participants needed most at the end of their tough race.
With grueling obstacles like ‘Kiss of Mud,’ where contenders crawl through thick mud beneath barbed wire, and the towering 40-foot ‘Mudderhorn’ net climb, participants were in dire need of recovery. They needed an obvious destination which met their immediate needs to rest, recover and recharge.
That’s where 2Heads and Avis stepped in.
03The Process
Presence
Placed central to the Finish Line and branded for the occasion, the Avis Preferred Tent was the heart of the post-race scene. With people queuing for the opportunity to enter, gaining those all-important Club sign-ups was easy.
Giveaways
Tailoring a giveaway to the immediate need of the audience, Avis and 2Heads focused on refreshing drinks and powering up energy giveaways to entice guests to linger longer with the Avis teams.
Relaxation
Neck and shoulder massages were on offer from a team of professionals, ready to take away the strain of competing the UK’s most popular public endurance race.
Recovery
If a comfortable chair to relax on, within the sanctity of the Avis tent was not enough, a collection of therapy ice baths waited for guests, along with a trained team of therapists to talk each person through the process.
04
Solution
The Avis Preferred recovery area featured ice baths to alleviate muscle soreness, a massage station to ease tension, refreshing cold drinks for hydration, and a comfortable seating area for much-needed rest and relaxation.
The Avis Preferred recovery area featured ice baths to alleviate muscle soreness, a massage station to ease tension, refreshing cold drinks for hydration, and a comfortable seating area for much-needed rest and relaxation.
The data says:
- Over six hundred participants signed up to the Avis Preferred Club to enjoy the recovery area.
- Over two hundred massages were given to participants
- Over one hundred guests enjoyed the ice bath recovery therapy
- Our very own 2Heads team were so encouraged, they both took on the Tough Mudder course and joined in the recovery, truly immersing themselves in the experience we helped create.
The client said:
“The overall experience was a resounding success and we look forward to returning with 2Heads in 2025.”
Work with us
Could our approach make your brand story even more compelling?
Related work
