Automobile rental company Avis recently partnered with the Norwegian Organisation of Volunteers for the Sunday Drive (Søndagsturer) series. The unique and meaningful initiative saw the rental company offer free car rentals on Sundays to anyone who brought along an elderly passenger. The emotional marketing campaign was a project of Good Morning, a recently launched Norwegian PR agency.
Given that isolation is a large concern among the elderly, such an initiative solves two problems; the first being that Avis found themselves with a number of vacant vehicles during a particular time of year and the second being the need for programs that socialize older citizens prone to becoming lonely and isolated. This is especially a concern for northern countries like Norway, who experience as little as four hours of daylight during the winter, making it hard to seniors to drive themselves.
The Sunday Drive series by Avis is an example of how brands can create one-of-a-kind initiatives that make meaningful opportunities for a population in need.