Car sharing marketplace Turo, has partnered with The General Store to launch a new campaign platform, amplifying the company’s continued growth in Australia since launching in 2022.
The ‘Way to Go’ platform positions Turo as the smarter alternative to traditional car rental services, highlighting its market-leading advantages with the most diverse range of vehicles and being an easy way to book. Turo is disrupting this category with its extraordinary selection and unrivaled network.
The campaign’s hero film follows a family’s contrasting rental car experiences. While others wait in lengthy queues at the car rental counter, a forward-thinking mum saves the day having already secured their ideal family vehicle through Turo.
“Our partnership with Turo is off to a great start! We loved the challenge of showing a new way to rethink car rental in a way that was going to help them grow their customer base at a crucial time,” said Sophie Lander, managing director at The General Store.
Created in collaboration with Chisel Films and director Jarid Seymour, the campaign includes 30, 15, and 6 second executions.
Supporting out-of-home speaks to the smooth process using the app and features the extraordinary selection of cars available.
“Renting the perfect car for your next adventure should be as simple and seamless as booking a hotel room. Yet, too often, car rental comes with universal frustrations—long lines, hidden fees, and generic vehicles that rarely meet expectations. At Turo, we’re transforming the experience, making renting a car smooth and effortless, wherever you are. With our community of trusted hosts, Turo offers unmatched convenience, an extraordinary selection, and the guarantee that the car you book is the one you’ll drive. We want Aussies to know there’s a smarter way to travel, and ‘Way to go’ captures that spirit perfectly,” said Ben Khoshabeh, marketing director, Turo.
“There’s nothing worse than getting stuck in that rental car queue for a clichéd, white hatchback. ‘Way to Go’ celebrates those moments when you outsmart the dated system and get exactly what you want. So great to see the campaign finished and out in the world,” said Marcus Tesoriero, chief creative officer at The General Store.
The integrated campaign is now live across BVOD, OLV, social and OOH channels, with media strategy and buying led by Avenue C.
Credits:
Marcus Tesoriero – Chief Creative Officer
Sophie Lander- Managing Director
Liz Zacka – Senior Account Director
Maddie Livesey- Partner
Andy Kohn- Strategy Director
Catherine Risebey – Copywriter
Isabella Novak- Art Director
Luke Mathers- Design Lead
Manny Hyam- Senior Designer
Tim Rossanis – Managing Director, Turo
Ben Khoshabeh- Marketing Director, Turo
Alexandra Tchornopiski – Brand and Campaigns Manager, Turo
Anna Cheng – Sr. Manager, Growth & Engagement Marketing
Avenue C – Media planning and buying
Will Chapman
Andrew Markou
Anna Cox
Chris Zoomerschoe
Production House: Chisel
Director: Jarid Seymour
Senior Producer: Emma Whitehouse
DOP: George Tyler
Stills: Cole Bennetts
Production Stylist: Chivonne Macfarlane
Lighting: Matt Willis
Casting: Mat Waters
Senior: Post Producer: Hannah Wilson
Editor: Ben Bowes
Colourist: Nicholas Andrews
Music Composition & Mix: Matt Hadley
