Zipcar is a pioneering membership-based car-lending club that’s reducing car emissions across the world through shared car usage.
To grow Zipcar’s market share across London following their purchase of Streetcar, demonstrating the relevance of car sharing and the close proximity of the vehicles available.
We created a hyper-local, capital-wide campaign spanning outdoor posters, radio and digital media. We pinpointed every single Zipcar vehicle across London that was parked by a local landmark, such as Battersea Power Station. The petrol pump ads specifically targeted drivers at the forecourt, where the cost of fuel is most apparent. The radio ads name-checked an A-Z of Zipcar locations and featured Matthew Horne and Lucy Montgomery. We clearly explained the Zipcar service and highlighted that after use it, you can simply ‘forget about it’. On top of this, we also created digital displays and website landing pages. And we pushed the brand name and ethos through the visual signage on some of the vehicle fleet.