Sixt Above and Beyonding
SIXT, launched with a bang into the Australian market. Partnering with Bastion Creative and Bastion Experience teams, an integrated campaign was developed and launched to market in December 2021.
Leveraging the brand positioning of “Above and Beyonding”, the campaign includes eight separate film executions, a suite of digital, as well as extensive print and outdoor components, with specific creative to support 163 retail locations.
SIXT is a global vehicle rental and mobility provider spanning over 100 countries. With over 163 locations in Australia, SIXT arrives with an incredible fleet of over 16,000 vehicles including cars, trucks, vans, utes, SUVs, and also premium and electric vehicles.
Kristy Thomas, SIXT Australia’s General Manager Marketing said, “The launch campaign for SIXT in Australia reflects our focus on raising the bar across the board. Australians can now expect more from vehicle rental with a new and exciting fleet along with our SIXT star service and our aim to make people and their things easily mobile.”
The TVC, directed by Jesse James McElroy, features Australian actress Helen Dallimore.
SIXT will also take centre stage across the Big Bash League this summer with sponsorships in place for both the Sydney Thunder and (of course) Sydney Sixers, brought to life across the “Summer of SIXT” activation.
SIXT Australia General Manager Marketing, Kristy Thomas said, “The Bastion team, across Creative and Experience have been instrumental in crafting our local positioning, showcasing great aptitude in balancing global localisation and applying creative flair for our launch as SIXT in Australia.”
Bastion Executive Creative Director Georgia Arnott said, “Vehicle rental is a category that has taken itself too seriously for a while now, and we were delighted with the vision of the SIXT team to deliver a bold message but also one that is refreshingly fun.”
Bastion Global CEO Jack Watts said, “It has been an honour to launch the SIXT brand in Australia alongside the NRMA team. It’s a rare and exciting opportunity to take a dynamic global brand, localise it in partnership with NRMA and SIXT head office in Germany and launch it with a wide integrated campaign across so many touchpoints.”
The campaign launched on the 2nd December and will run across TV, digital, print and OOH.