Rental vehicle company Sixt launches in Australian market via Bastion

Rental car company Sixt has launched in Australia under a wholly-owned licence held by NRMA.

To launch the brand, Sixt has partnered with Bastion Creative and Bastion Experience to create a campaign using the brand positioning of “Above and Beyonding”.

In the 30-second spot, a woman drives several vehicles, speaking about the vehicle rental options through Sixt, including cars and trucks.

The campaign also has 15-second spots.

Sixt Australia’s general manager marketing Kristy Thomas said: “The launch campaign for Sixt in Australia reflects our focus on raising the bar across the board. Australians can now expect more from vehicle rental with a new and exciting fleet along with our Sixt star service and our aim to make people and their things easily mobile.”

Bastion executive creative director Georgia Arnott commented: “Vehicle rental is a category that has taken itself too seriously for a while now, and we were delighted with the vision of the Sixt team to deliver a bold message but also one that is refreshingly fun.”

Bastion global CEO Jack Watts added: “It has been an honour to launch the Sixt brand in Australia alongside the NRMA team. It’s a rare and exciting opportunity to take a dynamic global brand, localise it in partnership with NRMA and Sixt head office in Germany and launch it with a wide integrated campaign across so many touchpoints.”

The campaign launched on 2 December and is on TV, digital, print and out-of-home.

Sixt is also sponsoring Big Bash League cricket teams Sydney Thunder and Sydney Sixers.


Client: Sixt Australia

CEO: Matthew Beattie

General Manager, Marketing: Kristy Thomas

Agency: Bastion

Bastion Creative

Executive Creative Director: Georgia Arnott

Creative Director: Laurence Cronin

Creative Director / Writer: Jarred Lowe

Creative Director: Scott Hopkin

Planning Director: Sarah King

Client Partner: Andrew Henderson

Account Director: Chris Khoury

Senior Producer: Darren Gibson

Bastion Experience

Client Services Director: Bridget O’Sullivan

Group Director: Nick Sloman

Creative Director: Gus Magee

Creative Strategy Director: Mitch Crowe-Hardy

Bastion Films

Executive Producer: Stephanie Ceccaldi

Director: Jesse James McElroy

Producer: Kim Kirby

Junior Producer: Camila Beckford

DOP: Danny Ruhlmann

Editor: Mark Bennett

Colourist: Scott Maclean

Post Production: Fanatic Films / Russell Master

Sound Record, Mix & Music Composition: Rumble Studios

Rumble Studios Executive Producer: Michael Gie

Casting: Danny Long

Media agency: Spark Foundry Australia


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