When Enterprise purchased National Car Rental in 2007, Cannonball was tasked with bringing the brand out of dormancy. We initially created the “Business Pro”, bringing National back to recognition by targeting business travelers, and celebrating their ability to navigate travel. We also created the idea that National gives you what you really want – choice and control.
After several successful years, National needed to expand their audience, and continue to evolve the idea. Thus was born “The Control Enthusiasts” character, a humorous way to make an emotional connection and still communicate our core strength – Control.