SiXT - 60 Bucks and a Full Tank of Gas

The Ask

Sixt is a century-old car rental company, that is still run by the Sixt family. While a mega player in Europe, the company struggled with brand awareness and recognition stateside. For this reason, we decided to tap on the US pop culture and news agenda to create a branded campaign beyond brand. Create an experience that will delight Sixt’s prospect customers and turn them into fans.

The Big Idea

Piñatas, funnel cake and a dinosaur named Trent. How much fun can you have in LA with just $60…and a BMW X7? We gave a sweet SIXT rental to two friends and challenged them to go find an epic LA adventure. The catch? When the money’s gone, they come home. Wait... there’s more? Buckle up to see how far $60 will take you in San Fransisco!

How it came to life

Playful but authentic, the series gives a SIXT rental to two friends and challenges them to go explore with just $60 to spend. When the money runs out, they have to come home. The first episode launched in Los Angeles.

The virtual tourism series gives the audience a chance to pre-experience their trip, offering a voyeuristic look at what it’s like to rent from SIXT, but also to experience Los Angeles on a budget. Every decision the two friends make is weighed against practical concerns like whether they’ll have to pay for parking, or which vendor in the Piñata District offers the biggest portions of empanadas.