By Barry Janoff
Originally Published in MediaPost
December 24, 2016: Enterprise Rent-A-Car wants people to know that it does more than rent cars, and is using its alliances in sports and new deals in Hollywood to get the word out.
The company has signed actress Kristen Bell of Frozen fame (Anna) and NBC’s The Good Place to share the message that Enterprise can help you "with all of your transportation needs."
Beyond car rentals, that includes trucks, car-sharing, luxury car rentals and car sales.
Bell will star in a series of humorous spots, part of a broader multi-media campaign, which Enterprise will break during such events as the outdoor NHL Centennial Classic (Jan. 1) and NHL Winter Classic (Jan. 2) — both on NBC — and NCAA basketball March Madness.
Enterprise is an official partner with both the NHL and NCAA.
The company broke a campaign with actor Joel McHale during the Summer Olympics; this past summer aligned with the release of Paramount’s Star Trek Beyond, its first such deal with a movie studio and "most integrated marketing campaign" to date; and last month became an official partner of Live Nation and will have a presence during concerts nationwide.
"We're upping our game when it comes to telling the Enterprise story," Lee Broughton, vp-North American brand marketing for Enterprise, said in a statement. "Whether through advertising, social media, content or other means, we want to make sure customers experience our brand on a variety of different levels, and that they are moved by the engaging stories we're telling."
In her first commercial for the company, "If Only," Bell says, "Everybody knows Enterprise picks you up. But can they solve all my transportation needs?"
She then is shown how Enterprise rents trucks ("Big trucks are kinda my jam!"); rents luxury, upscale vehicles ("That’s good because sometimes momma want to drive like a mother"); offers CarShare ("That’s alarmingly sensible"); and sells cars ("Sold!").
When she tells a representative how special Enterprise makes her feel,, the woman asks, "Like a princess?" To which Bell, in a nod to her Frozen role, smiles and says, "Exactly." (See the full spot here.)
Bell officially began her relationship with Enterprise earlier this month when she joined fellow actresses Christina Applegate and Kathryn Hahn to support PATH, a global organization working bring vaccines, medicine, water and even residences to homeless people, in which they helped move a family into a new residence using an Enterprise truck.
Bell will also star in a series of humorous digital shorts to air on Enterprise's social media properties.
In one, Bell prepares to haggle over the price of an Enterprise Car Sales vehicle as if in a Wild West duel, but it quickly turns light-hearted when she learns that each vehicle comes with no-haggle pricing, according to Enterprise.
Lead agency is Cannonball, St. Louis.
CarShare is available in more than 30 states and more than 100 colleges, including Boston, New York, Philadelphia and San Francisco, according to the company.
Bell is also appearing in an American Express’ Small Business campaign, one commercial with Frozen co-actress Idina Menzel and another with actor Ted Danson.
Enterprise has been an official corporate partner with the NCAA since 2005 and with the NHL since 2009.
According to Broughton, "As driving habits keep evolving, we want to keep reminding our customers that we always have their backs. Our new campaign featuring Kristen Bell really brings our brand positioning to life."
As part of its entertainment activation, Enterprise said it would soon begin to roll out exclusive video content, curated by Live Nation, featuring popular artists and bands. As part of each video, musicians will share personal stories, such as road trip tips or their favorite scenic tour stops. The videos will be published on both Enterprise’s and Live Nation’s owned digital properties.
In addition, Enterprise will have a presence in 36 of Live Nation’s owned and/or operated amphitheater venues, 39 of the company’s owned and/or operated club/theater venues and will also advertise across Live Nation’s digital network. Fans will be offered transportation options for live event-related road trips, as well as rental discount promotions "to make it even easier for individuals to travel to live concerts and events."