Avis Car Rental has announced that its experiential iPad campaign, "The Professional Challenge," has been named "Best iPad/Tablet Advertising Campaign."
The award was presented at the recent Digiday Mobi Awards Gala, which honors overall excellence and breakthrough innovation in mobile media, marketing and advertising.
"The Professional Challenge" — a component of the company's “The Professionals” marketing campaign — directed users to a game where celebrities (photographer Nigel Barker, athlete Gabrielle Reece and golfer Steve Stricker) challenged users to drive a mile in their shoes through a red-and-white world, which was patterned after the landscapes in Avis television spots. Users tested their skills, collected points and were rewarded along the way, according to Avis.
"'The Professional Challenge' was designed to engage users and drive additional brand loyalty — winning an award for it is a bonus," said Jeannine Haas, chief marketing officer, North America, Avis Budget Group. "We're happy to have produced such a successful campaign and sincerely thank Digiday for honoring us with a 2013 Mobi Award."