ABOUT

Avis were looking for a website to support their 'World's Best Driving Road' initiative. Working closely with Avis' digital content team, PR agency and Social Media agency, I designed a fully responsive website to promote the Avis World’s Best Driving Road initiative. Due to the very tight timescales and budgets this site was conceived and designed to a 12 column responsive grid in less than 2 weeks with development running parallel to the design. Particular challenges involved how best to display all the information required for the roads without overloading the viewer.

This campaign used a F1 track designer, a scientist and a roller coaster designer to create a formula to create the Avis Driving Ratio to calculate the best roads and then customers were asked to post their best driving roads through social media. this was all displayed live on the site. This campaign won "2016 International Campaign of the Year" at the Travel Marketing Awards.

The roads were organised into list with people being able to share individual lists or roads. Each road had a google map of the route and a link to the nearest Avis rental station to book a car. Social media interaction showed that people like sharing roads that were on the site and that they had driven. The need for this site to be fully responsive was proved by the analytics showing 45% mobile usage. Heat mapping and further data showed high engagement when on the site, including a high percentage of people scrolling to view all of the content on each page. A competition was run through social media for users to submit their best road. To encourage people to submit their roads to the site the winning entry got to drive Avis' best road in Portugal in a Porsche.