Back Seat Band Mates

Keeping children entertained during road trips is a challenge every parent knows too well. Tantrums and the repetitive "Are we there yet?" often make travel more stressful than enjoyable. We saw an opportunity to harness this insight and address this universal parenting struggle Our overarching strategy was to fix the problem - turning road trip tantrums into enjoyable adventures.

To do this, we needed the perfect partner—one that was trusted, loved by families, and experts in keeping kids entertained. Enter The Wiggles.

Together, we launched Backseat Bandmates - an in-car musical adventure and activity pack to help parents tackle road trip tantrums.

The collaboration turned rental cars into rolling rock shows that had children singing along to their favourite Wiggles hits and playing new, interactive family games. The packs were interactive, with families able to connect the curated playlist via Bluetooth. They were made available for free with every Thrifty booking.

The campaign delivered measurable success, proving that creativity and relevance drive results: