Turo - “or Similar”
When you plan a trip, you curate almost everything, so why leave the car out of it?
The challenge is to reposition Turo as the aspirational choice for rental cars.
A brand for travelers who care about the ride as much as the destination.
Turo wants to let people know that they shouldn’t settle for “similar” (often very different lol) options, and that they can drive their pick.
For one day, Turo will position the " Or Similar " Complaints booth in major U.S. airports, where customers who rented a car with other dealers will be able to show they didn’t get what they asked for and select from a fleet of Turo’s available cars for free, compensating for the money they will lose to back out of the other car.
*the stunt also becomes content for social platforms
On Turo’s social channels, the conversation will go on by mocking how “or similar” is used in the rental field, most of the time meaning that they have no idea what you are getting.