Zipcar

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Zipcar

  1. 1. zipcar barrera/green/jackvony/jeon
  2. 2. 225,000 10 min 5,500 $7.50 how it works
  3. 3. do it in style
  4. 4. in on the action
  5. 5. car dilemma
  6. 6. $8,121 Average cost of car ownership for 2008 Per Month $677
  7. 7. X
  8. 8. 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
  9. 9. National & Local Local Events Listening Better for Environment Brand Evangelists
  10. 10. 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
  11. 11. the problem Q: What the hell is the problem? A: They have never turned a profit
  12. 12. “Our biggest goal is to become a billion dollar company in about five years.” - Scott Griffith, CEO zipcar
  13. 13. 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.
  14. 14. audience urbanytes 70 Million Gen-Y’ers 30 Million are City Dwellers
  15. 15. community
  16. 16. 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?”
  17. 17. 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
  18. 18. a new outlook X
  19. 19. car-sharing
  20. 20. strategy drive a new change. + call to action + activates communal connection
  21. 21. creative concept ZIPCARMA
  22. 22. build connections excite invite unite
  23. 23. excite PRINT BIRD POOP
  24. 24. PRINT VENDING MACHINE
  25. 25. video 1 detour
  26. 26. VIRAL DOGGIE DETOUR
  27. 27. VIRAL DOGGIE DETOUR
  28. 28. VIRAL DOGGIE DETOUR
  29. 29. VIRAL DOGGIE DETOUR
  30. 30. VIRAL DOGGIE DETOUR
  31. 31. VIRAL DOGGIE DETOUR
  32. 32. VIRAL DOGGIE DETOUR
  33. 33. video 2 committee
  34. 34. VIRAL COMMITTEE PARKING
  35. 35. VIRAL COMMITTEE PARKING
  36. 36. VIRAL COMMITTEE PARKING
  37. 37. VIRAL COMMITTEE PARKING
  38. 38. VIRAL COMMITTEE PARKING
  39. 39. VIRAL COMMITTEE PARKING
  40. 40. VIRAL COMMITTEE PARKING
  41. 41. VIRAL COMMITTEE PARKING
  42. 42. VIRAL COMMITTEE PARKING
  43. 43. excite PRINT VIDEOS
  44. 44. ONLINE CARMA CALC BANNERS
  45. 45. ONLINE CARMA CALC BANNERS
  46. 46. ONLINE
  47. 47. invite
  48. 48. invite
  49. 49. unite
  50. 50. BRACELET
  51. 51. 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
  52. 52. summary
  53. 53. thanks

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