Zipcar

zipcarbarrera/green/jackvony/jeon

225,000 5,50010 min $7.50

how

it

wor

ks

do it

in s

tyle

in o

n th

e ac

tion

car d

ilem

ma

$8,121Average cost of car ownership for 2008

$677Per Month

16 million gallons of gas per year

150 million pounds CO2 per year

30% of members either sold or held off on buying a car

grea

ter

bene

fits

zipcar saves:

Every zipcar keeps 14 cars off the road*

Brand EvangelistsBetter for Environment

National & LocalLocal Events

Listening

300,000 members by end of 2008 (growth rate increase of 80%)

10,000 members per month 2008

100 Million Annual Revenue

on t

he r

ise

membership growth:

*

$

Q: What the hell is the problem?

A: They have never turned a profit

the

prob

lem

“Our biggest goal is to become a billion dollar company in about five years.”

- Scott Griffith, CEO zipcar

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.

obje

ctiv

e

urbanytes

audi

ence

70 Million Gen-Y’ers 30 Million are City Dwellers

com

mun

ity

“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?”ge

nera

tion

why

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

good

bye

land

line

a ne

w o

utlo

ok

X

car-

shar

ing

+ activates communal connection

drive a new change.

+ call to actionstra

tegy

ZIPCARMA

crea

tive

conc

ept

excite

invite

unite

build

con

nect

ions

PRINT

BIRD POOP

excite

VENDING MACHINE

PRINT

vide

o 1

detour

DOGGIE DETOUR

VIRAL

vide

o 2

committee

COMMITTEE PARKING

VIRAL

excite

VIDEOSPRINT

CARMA CALC BANNERS

ONLINE

ONLINE

invite

BRACELET

mea

sure

men

tincrease 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

sum

mar

y

than

ks

Zipcar

Documents

Transcript of Zipcar