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Zipcar
 

Zipcar

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Full presentation with case, strategy, and creative executions.

Full presentation with case, strategy, and creative executions.

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    Zipcar Zipcar Presentation Transcript

    • zipcar barrera/green/jackvony/jeon
    • 225,000 10 min 5,500 $7.50 how it works
    • do it in style
    • in on the action
    • car dilemma
    • $8,121 Average cost of car ownership for 2008 Per Month $677
    • X
    • greater benefits zipcar saves: 16 million gallons of gas per year 150 million pounds CO2 per year * Every zipcar keeps 14 cars off the road 30% of members either sold or held off on buying a car
    • National & Local Local Events Listening Better for Environment Brand Evangelists
    • on the rise membership growth: 10,000 members per month 2008 * 300,000 members by end of 2008 (growth rate increase of 80%) $ 100 Million Annual Revenue
    • the problem Q: What the hell is the problem? A: They have never turned a profit
    • “Our biggest goal is to become a billion dollar company in about five years.” - Scott Griffith, CEO zipcar
    • objective Target the Gen-Y consumer in every zipcar market with a wide reaching message that promotes car sharing as an integral part of urban transportation.
    • audience urbanytes 70 Million Gen-Y’ers 30 Million are City Dwellers
    • community
    • generation why “Although they are better educated, more techno-savvy, and quicker to adapt than those who have come before them, they refuse to blindly conform to traditional standards and time-honored institutions. Instead, they boldly ask, ‘Why?’” - Eric Chester, “Employing Generation Why?”
    • goodbye landline More than one in three adults age 25-29 (34.5 percent) lived in households with only wireless telephones, while nearly 31 percent of adults age 18-24 lived in households with only wireless telephones. -CDC data, 2008
    • a new outlook X
    • car-sharing
    • strategy drive a new change. + call to action + activates communal connection
    • creative concept ZIPCARMA
    • build connections excite invite unite
    • excite PRINT BIRD POOP
    • PRINT VENDING MACHINE
    • video 1 detour
    • VIRAL DOGGIE DETOUR
    • VIRAL DOGGIE DETOUR
    • VIRAL DOGGIE DETOUR
    • VIRAL DOGGIE DETOUR
    • VIRAL DOGGIE DETOUR
    • VIRAL DOGGIE DETOUR
    • VIRAL DOGGIE DETOUR
    • video 2 committee
    • VIRAL COMMITTEE PARKING
    • VIRAL COMMITTEE PARKING
    • VIRAL COMMITTEE PARKING
    • VIRAL COMMITTEE PARKING
    • VIRAL COMMITTEE PARKING
    • VIRAL COMMITTEE PARKING
    • VIRAL COMMITTEE PARKING
    • VIRAL COMMITTEE PARKING
    • VIRAL COMMITTEE PARKING
    • excite PRINT VIDEOS
    • ONLINE CARMA CALC BANNERS
    • ONLINE CARMA CALC BANNERS
    • ONLINE
    • invite
    • invite
    • unite
    • BRACELET
    • measurement increase in visits to site & time spent number of carma calculator interactions web video views widgets downloaded buzz metrics increase in membership & bookings pre & post-campaign brand surveys universal increase in good carma
    • summary
    • thanks