The document outlines a marketing campaign for Zipcar to target Gen-Y consumers and promote car sharing. The campaign's objective is to drive a new change and call people to action by exciting, inviting, and uniting them around the idea of communal car connection. Key elements include print ads, viral videos, online banners and calculators, and bracelets to increase Zipcar awareness, interactions, membership and bookings. The campaign aims to be measured by a variety of web analytics and surveys to assess increasing goodwill towards Zipcar and car sharing.

1. zipcar
barrera/green/jackvony/jeon

2. 225,000 10 min 5,500 $7.50
how it
works

3. do it in style

4. in on the action

5. car dilemma

6. $8,121
Average cost of car ownership for 2008
Per Month
$677

7. X

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. National & Local
Local Events
Listening
Better for Environment Brand Evangelists

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. the problem
Q: What the hell is the problem?
A: They have never turned a profit

12. “Our biggest goal is to become a billion dollar
company in about five years.”
- Scott Griffith, CEO zipcar

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. audience
urbanytes
70 Million Gen-Y’ers
30 Million are City Dwellers

15. community

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. 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. a new outlook
X

19. car-sharing

20. strategy
drive a new change.
+ call to action
+ activates communal connection

21. creative concept
ZIPCARMA

22. build connections
excite
invite
unite

23. excite
PRINT
BIRD
POOP

24. PRINT
VENDING
MACHINE

25. video 1
detour

26. VIRAL
DOGGIE
DETOUR

27. VIRAL
DOGGIE
DETOUR

28. VIRAL
DOGGIE
DETOUR

29. VIRAL
DOGGIE
DETOUR

30. VIRAL
DOGGIE
DETOUR

31. VIRAL
DOGGIE
DETOUR

32. VIRAL
DOGGIE
DETOUR

33. video 2
committee

34. VIRAL
COMMITTEE
PARKING

35. VIRAL
COMMITTEE
PARKING

36. VIRAL
COMMITTEE
PARKING

37. VIRAL
COMMITTEE
PARKING

38. VIRAL
COMMITTEE
PARKING

39. VIRAL
COMMITTEE
PARKING

40. VIRAL
COMMITTEE
PARKING

41. VIRAL
COMMITTEE
PARKING

42. VIRAL
COMMITTEE
PARKING

43. excite
PRINT VIDEOS

44. ONLINE
CARMA CALC BANNERS

45. ONLINE
CARMA CALC BANNERS

46. ONLINE

47. invite

48. invite

53. unite

57. BRACELET

58. 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

59. summary

60. thanks