Zipcar
THE CHALLENGE
Introduce a new idea to consumers, educate them on the unique benefits of Zipcar, stimulate a whole new behavior among city dwellers, and get hundreds of thousands of consumers to sign up and start Zipping.
OUR SOLUTION
Our big idea, inspired by the tagline “wheels when you want them”, was to make Zipcar a natural extension of a consumer’s life with all the freedoms of this new “cars by the hour” experience. Using the city as our canvas and a robust digital presence, we created an inventive multichannel campaign that hit urban consumers where they lived, worked, and played.
THE WORK
By digging deeper into our consumers’ insights, we discovered Zipcar’s many features and benefits added up to one simple word for them: freedom.
