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.
Credits:
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