Interactive ad: Europcar Car Companion: Car Companion game

This is an archived ad - to view, please register for Bestads PRO membership or log in if you're already PRO. Ads on Bestads are free to view for the first week they appear. Register for FREE to view new ads.

Europcar were looking for a cheap yet effective way to launch their new Car Companion (a free travel guide given away with every car rental). Realistically they only had enough money for an electronic direct mail piece, but the creatives felt they could create something bigger that would be both relevant and interactive. Inspired by pixel art and the 80’s game 'Pac Man’ they created the Car Companion Game.
The purpose of the game is to highlight the benefits of the guide. For example we’ve changed the ‘power ups’ to Car Companions. Once you’ve collected the first 4, the city is opened up for you to finish the game (a direct reference to the how The Car Companion opens up whatever city you’re travelling in).
Hours after it’s launch the top ten was full, with the highest score at over 70,000 points. A score that high equates to around 4 hours of playing/brand engagement, a sure sign of the game’s addictiveness.