Brief
With the rise of Uber and with copycat competitors stealing market share, Zipcar needed to take bold action. They came to us to create a campaign that established them as the original car-share company.They needed to re-ignite the passion for the brand with existing members and recruit new drivers.
With the rise of Uber and with copycat competitors stealing market share, Zipcar needed to take bold action. They came to us to create a campaign that established them as the original car-share company.They needed to re-ignite the passion for the brand with existing members and recruit new drivers.
Solution
We identified that Zipcar had a trump card over its rivals. - the “Car Club Only” spots were theirs. No other hire brand could claim that. While everyone was talking about price we spoke to and from the heart. We removed the cars and created a series of ‘serving suggestions’ in print and film content showing the endless possibilities that Zipcar could accommodate.
We identified that Zipcar had a trump card over its rivals. - the “Car Club Only” spots were theirs. No other hire brand could claim that. While everyone was talking about price we spoke to and from the heart. We removed the cars and created a series of ‘serving suggestions’ in print and film content showing the endless possibilities that Zipcar could accommodate.
Results
We helped Zipcar surpass the million-member mark and helped maintain their number 1 position in the marketplace. Look out for another series of executions due in 2017.
We helped Zipcar surpass the million-member mark and helped maintain their number 1 position in the marketplace. Look out for another series of executions due in 2017.
Outdoor advertising campaign
Insitu examples
Film content
