Client Partnerships

Hybrid Theory helps Europcar drive car rental bookings beating the CPA target by 11%

Europcar needed to increase market share in domestic car rental within the UK, and partnering with Hybrid Theory to find these new customers within the UK who wanted to rent a car, and serve them a tailored ad using social proof meant they beat the CPA target by 11%.

The Challenge
Europcar is the leader in rental car services in Europe. They have had a very strong base in central Europe and were looking for an innovative campaign that would strengthen their presence within the UK Market.

A large proportion of travellers coming to the UK for their holiday booked car rental in their home country. However, Europcar wanted to target UK residents making a car rental booking for their journeys within the UK. With a strict CPA target to achieve, Hybrid Theory’s sophisticated audience and creative targeting strategies were required for a highly efficient campaign.

The Solution
From browse, search and share data, Hybrid Theory got a complete understanding of the Europcar audience. They unearthed insights such as:

  • Europcar customers were inherently interested in cycling as a sport and hobby.
  • Customers were interested in articles centring around apps for tablets and smartphones, indicative of a tech savvy audience.
  • The Europcar audience primarily use Evernote as a tool to collect and organise documents and ultimately plan their holidays.

With all the data and trends from current Europcar converters, Hybrid Theory could predict those in market for Europcar and build custom audiences based on the right location focused on those renting within the UK, and target them at the best conversion times.

In addition, Europcar used Hybrid Theory tailored ads to make their creative more engaging. The social proof marketing tactic was employed to drive conversions. This used real time data to include Europcar’s conversion numbers in the creative – additional incentive. These messages in the creative were A/B tested against each other. One message outperfromed the other by 7.3% and was therefore more heavily weighted throughout the campaign.

The Result
Overall Hybrid Theory beat the CPA target by 11% and Europcar was so impressed with performance they instantly rebooked for another full month, increasing their budget by 4 times the initial amount.

Driving rental booking and beating CPA targets by