Turo appoints The General Store to creative, unveils first campaign
Car sharing marketplace, Turo, has launched a new campaign highlighting its position as a category disruptor, via The General Store.
The brand recently appointed The General Store to its creative account, tasking the agency with rethinking car rental in a way that helps it grow its customer base.
“Our partnership with Turo is off to a great start,” said Sophie Lander, managing director of The General Store. “We loved the challenge.”
The hero TVC follows a family’s contrasting rental car experience, where a forward-thinking mum saves the day, meaning the family doesn’t have to wait in a lengthy queue.
Leaning into Turo’s position as a category disruptor, the campaign – ‘Way To Go’ – demonstrates its market-leading advantages with its challenger brand mindset, and how its a smart alternative to traditional car rental services.
“Renting the perfect car for your next adventure should be as simple and seamless as booking a hotel room. Yet, too often, car rental comes with universal frustrations – long lines, hidden fees, and generic vehicles that rarely meet expectations,” said Ben Khoshabeh, marketing director at Turo.
“At Turo, we’re transforming the experience, making renting a car smooth and effortless, wherever you are. With our community of trusted hosts, Turo offers unmatched convenience, an extraordinary selection, and the guarantee that the car you book is the one you’ll drive.
“We want Aussies to know there’s a smarter way to travel, and ‘Way To Go’ captures that spirit perfectly,” he added.
The General Store’s chief creative, Marcus Tesoriero, concluded: “There’s nothing worse than getting stuck in that rental car queue for a clichéd, white hatchback. ‘Way To Go’ celebrates those moments when you outsmart the dated system and get exactly what you want.
“So great to see the campaign finished and out in the world.”
The campaign is live across BVOD, OLV, social, and OOH channels, with a media strategy led by Avenue C.
Credits:
Creative: The General Store
Marcus Tesoriero – Chief Creative Officer
Sophie Lander- Managing Director
Liz Zacka – Senior Account Director
Maddie Livesey- Partner
Andy Kohn- Strategy Director
Catherine Risebey – Copywriter
Isabella Novak- Art Director
Luke Mathers- Design Lead
Manny Hyam- Senior Designer
Client: Turo
Tim Rossanis – Managing Director
Ben Khoshabeh- Marketing Director
Alexandra Tchornopiski – Brand and Campaigns Manager
Anna Cheng – Sr. Manager, Growth & Engagement Marketing
Media planning and buying: Avenue C
Will Chapman
Andrew Markou
Anna Cox
Chris Zoomerschoe
Production
House: Chisel
Director: Jarid Seymour
Senior Producer: Emma Whitehouse
DOP: George Tyler
Stills: Cole Bennetts
Production Stylist: Chivonne Macfarlane
Lighting: Matt Willis
Casting: Mat Waters
Post production
Senior: Post Producer: Hannah Wilson
Editor: Ben Bowes
Colourist: Nicholas Andrews
Music Composition & Mix: Matt Hadley
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Avenue C
Ben Khoshabeh
Campaign
car rental
creative
Marcus Tesoriero
rental car
The General Store
Turo
Turo Australia
Saw this repeatedly while watching SBS-still don’t know what they are trying to sell me.
WTF is Turo?
What a waste of money.
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