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The challenge wasn’t awareness.
It was meaning.
Despite its global prestige, SIXT NZ was caught in a "Performance Trap," with local awareness stalled at a 19% ceiling.
Dwarfed by legacy giants like Hertz and Avis, the brand was being optimised into a functional corner where it could only compete on price, not value.
To break this Commodity Trap, SIXT had to stop fighting for the utility of the transaction and start fighting for the emotions of the journey.
We found growth by changing
the role of the brand.
We transitioned SIXT from a Car Rental Provider to a Lifestyle Authority by aligning media and message with the emotional "Dreaming and Planning" phases of the domestic traveler’s journey.
Disrupting Category Norms: We stopped acting like a traditional rental provider and took inspiration from Premium Lifestyle and Luxury Travel categories.
Aesthetic Positioning: We identified that for high-value travelers, the car isn't just utility; it’s an aesthetic statement and the missing piece of a holiday.
Contextual Relevance: We replaced a transactional media model with a fusion of experience-led content and high-intent context
Every touchpoint was designed to make travel feel more considered, local and memorable.
• Contextual Out-of-Home
• Experience led Content Series
• Hyper-Local Behavioural Targeting
• Brand & Seasonally Led Performance
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get that rental car
upgrade feeling
Performance wasn’t treated as a separate workstream. It became another way to build the brand. Seasonal travel moments and changing demand patterns shaped messaging and media, helping SIXT show up with relevance when people were most ready to travel.
The repositioning strategy generated significant movement across the full marketing funnel, proving emotional differentiation could outperform category convention.
Brand Reach
Conversion Momentum
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Contact
info@krunch.co
12 Liverpool Street, Auckland Central,
Auckland 1010
See you soon.
info@krunch.co