The campaign, which launches on May 23, aims to drive brand awareness for Budget, while growing its prospect database.
It centres on a competition offering consumers the chance to win one of five cars for a year. The cars are hidden at various locations around the country and the clues to their location can be found on the Budget .
will drive people to the website with an email to existing members of the Budget CRM database, as well as prospects, and through display advertising on travel sites and lifestyle portals.
The competition will also be promoted with a print campaign and point of sale materials.
Andy Lewis, marketing director EMEA at Budget, said: "Cheeze's fun, party-themed hide and seek concept ties in perfectly with our 50th year celebrations and they have cleverly integrated the on- and offline channels to help us to further grow the database, while driving awareness for our network and for the brand more widely."
Cheeze has worked as Budget's retained agency for more than three years. The account covers search across the EMEA region and CRM email marketing for UK and Scandinavia.