Using a hot-pink roadster called “Rosie the Rental Reimbursement Roadster,” Enterprise Rent-A-Car in California has launched a marketing initiative to raise awareness about rental reimbursements, an auto insurance option that covers the cost of a rental car.

“Rosie” is a replica of the vehicle used in Enterprise’s “My 13 Days video” from last year, says the company. This video illustrated some of the amusing challenges drivers may face when vehicles are being repaired after an accident, including having to drive a teenager’s car for almost two weeks.

According to the video, damaged vehicles may be in the shop for an average of 13 days, leaving drivers who don’t have reimbursement coverage to pay out-of-pocket rental fees, borrow family cars or hitch rides.

“With more than 1.6 million views on YouTube, the ‘My 13 Days’ video has proven to be both fun and memorable,” said Mary Mahoney, Enterprise’s vice president of insurance replacement division. “As a result, our Sacramento team decided to really bring the concept to life locally, so that Rosie can attend insurance agents’ classes, collision center openings, fundraisers and vendor fairs, as well as other company events.”

Enterprise has been partnering with repair centers and insurance companies for more than 50 years. To view that video that inspired “Rosie,” visit www.my13days.com.