Taiwanese car rental company Carplus calls creative pitch

Carplus is one of the two main car rental companies in Taiwan, along with Easy Rent. The two currently hold a similar market share. "In fact, consumers can't really tell the differences between them," said an industry source close to the pitch.

Toplan Ad has worked with the client for over four years.

"Toplan Ad is not doing a bad job with their creative, but Carplus has had a top management change recently and the new management team is more aggressive and wants to build new values for Carplus to differentiate them from their rival," the source added.

Carplus was founded in 1984, and has grown from a small local company to one of the largest car rental and leasing companies in Taiwan with more than 20 leasing and rental offices island-wide, including multiple counters at Taiwan High Speed Railroad stations.

The company has ventured into Mainland China, opening its first office in Suzhou Industrial Park in 2007, before branching out to Shanghai, Kunshan and Hangzhou.