To attract a younger target group to Sixt Leasing, we produced an authentic hip-hop video that was aired on MTV. It was full of the typical clichés except for one: the cool luxury cars. Instead the rapper and his girls performed in front of crappy compact cars. This unusual twist provoked an intense discussion. After a few weeks, it was time for phase two: Sixt launched the ‘Leaser not Loser’ campaign across different media. The rapper became a testimonial, now driving cool alternatives from Sixt Leasing.
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