Hertz, the world's Number One car rental company, needed to communicate to customers and staff the fact that it had linked up with Nectar, the UK's largest rewards programme. Start took the familiar 'Baby on board' sticker on car back-windows and transformed it into a graphic device for conveying a very simple message - 'Nectar on board'. We used this as the basis for a nationwide campaign that was executed through a combination of online and offline media, including big splash window vinyls, posters, mirror hangers, van and courtesy bus liveries, a microsite with a 'fun' online driving game and a Hertz member mailing as well as various training and promotional materials.