Green Means Go and Wins Effie
07.11.2007
MINNEAPOLIS, MN
Thanks to The Lacek Group, in partnership with Fallon Worldwide, the National Car Rental Green Means Go campaign garnered a national Effie award this spring. Effie awards recognize great ideas that achieve real results and the strategies that go into creating them.
“The single most important idea behind the Green Means Go campaign is speed,” said Dan Knudsen, worldwide client services director for Lacek. “We know National’s customers depend on a speedy car rental experience, and National’s frequent-renter program, The Emerald Club – completely redesigned and re-launched by The Lacek Group and National in 2004 – delivers just that.”
The redesigned membership credentials and correlating promotions and email campaign – all created and executed by Lacek – successfully compliment Green Means Go by leveraging the same speed message. Each element emphasizes the control and speed attributes of The Emerald Club, including fast pickup with counter bypass, fast return with e-Receipts and fast award redemption with online functionality.
The results of the Green Means Go campaign and the new Emerald Club include accelerated growth in membership, active renters and rentals per member, reaching levels not seen since mid-2001. “It is rewarding to see the work pay off,” said Francesco Favazza, senior partner at The Lacek Group. “We are thrilled that National and its agencies were recognized at the 2007 Effies.”
Effie winners represent client and agency teams who tackle a marketplace challenge with a big idea and know exactly how to communicate their message to their customer.
The Lacek Group is a data- and behavior-driven direct marketing agency specializing in the development, communication, and ongoing management of customer loyalty programs.
07.11.2007
MINNEAPOLIS, MN
Thanks to The Lacek Group, in partnership with Fallon Worldwide, the National Car Rental Green Means Go campaign garnered a national Effie award this spring. Effie awards recognize great ideas that achieve real results and the strategies that go into creating them.
“The single most important idea behind the Green Means Go campaign is speed,” said Dan Knudsen, worldwide client services director for Lacek. “We know National’s customers depend on a speedy car rental experience, and National’s frequent-renter program, The Emerald Club – completely redesigned and re-launched by The Lacek Group and National in 2004 – delivers just that.”
The redesigned membership credentials and correlating promotions and email campaign – all created and executed by Lacek – successfully compliment Green Means Go by leveraging the same speed message. Each element emphasizes the control and speed attributes of The Emerald Club, including fast pickup with counter bypass, fast return with e-Receipts and fast award redemption with online functionality.
The results of the Green Means Go campaign and the new Emerald Club include accelerated growth in membership, active renters and rentals per member, reaching levels not seen since mid-2001. “It is rewarding to see the work pay off,” said Francesco Favazza, senior partner at The Lacek Group. “We are thrilled that National and its agencies were recognized at the 2007 Effies.”
Effie winners represent client and agency teams who tackle a marketplace challenge with a big idea and know exactly how to communicate their message to their customer.
The Lacek Group is a data- and behavior-driven direct marketing agency specializing in the development, communication, and ongoing management of customer loyalty programs.
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