Zipcar
Wheels when you want them.
Wheels when you want them.
What is the problem advertising needs to solve?
Whose heads and hearts are we trying to win?
Whose heads and hearts are we trying to win?
An insight that was found is that many car owners feel strong connections to their vehicles and show this bond by giving their cars names. Zipcar does the same with each of their vehicles. This was used in the campaign as a unique selling proposition over Autoshare. A serious of out of home ads were created to introduce the vehicles on a personal level. Placement of these will be on buses and subways where the target will be commuting.
Through this approach the target will feel a more emotional connection to the brand.
Transit banner ads will be incorporated into the mix as well as radio. Radio was selected as the target may currently own a car and be listening during a long commute in traffic. For those who do not own a car, radio may still reach them at their workplace, home or in friends' vehicles.
Radio Script 1
“PAMELA”
Zipcar, 30-sec
CHARACTERS
Pamela- A red Toyota Prius in the Zipcar fleet. Pamela is a young and bubbly female with a sexy voice.
SCENE 1
CAR STARTING
PAMELA: Hey there! I’m Pamela and I’m super excited to join the Zipcar fleet! I’m a shiny red Toyota Prius and I can take up to five Zipsters at once! Just think of how smart you’ll look zipping around in a hybrid! You can pick me up at the corner of Queen and Peter, but first go to www.zipcar.com to sign up! I’m all yours after eight!
HONK HONK!
CAR ZOOMING AWAY
END
Radio Script 2
CAR STARTING
EEKOFF: Guten tag! Mine NAH-muh ist Eekoff. I am a brand new Ford Escape and I just recently joined de Zipcar fleet. You know I got your back whenever you need me! I’m always up for a weekend zip to de cottage or a quick run to de hardware store! If you want to roll wit me I’m on Richmond St between Church and Victoria! But first go to www.zipcar.com to sign up! Ja!
HONK HONK!
CAR ZOOMING AWAY
END
CAR STARTING
MCCOMBER: Yo yo! Pleased to meet you! Names Mccomber and I’m a sky blue MINI coop! I just recently got picked up by Zipcar and I’m pretty stoked about it! Now I get to wheel you Zipsters all over the city and with me you know you’ll turn some heads! Hop in and I’ll show you how getting there can be half the fun! I’ll be chillin at Euclid Ave just north of Queen. Go to www.zipcar.com to sign up! Later bro!
HONK HONK!
CAR ZOOMING AWAY
END
SCENE 1
CAR STARTING
BOZWELL: Hello Zipsters, I’m sure you’ve seen me around before, my name is Bozwell and I am a sleek, silver BMW 323. When I’m not being gallivanted around the city for everyone’s entertainment, I can be found escorting Zipsters to important business meetings or accompanying them on romantic evenings out. Show up in me and your image will instantly ameliorate. Go to www.zipcar.com to sign up. Pick me up at 33 Yonge, cheers!
HONK HONK!
CAR ZOOMING AWAY
END
“PAMELA”
Zipcar, 30-sec
CHARACTERS
Pamela- A red Toyota Prius in the Zipcar fleet. Pamela is a young and bubbly female with a sexy voice.
SCENE 1
CAR STARTING
PAMELA: Hey there! I’m Pamela and I’m super excited to join the Zipcar fleet! I’m a shiny red Toyota Prius and I can take up to five Zipsters at once! Just think of how smart you’ll look zipping around in a hybrid! You can pick me up at the corner of Queen and Peter, but first go to www.zipcar.com to sign up! I’m all yours after eight!
HONK HONK!
CAR ZOOMING AWAY
END
Radio Script 2
“EEKOFF”
Zipcar, 30-sec
CHARACTERS
Eekoff- A Ford Escape in the Zipcar fleet. Eekoff is a really intense, buff, macho man with a German accent.
SCENE 1
CHARACTERS
Eekoff- A Ford Escape in the Zipcar fleet. Eekoff is a really intense, buff, macho man with a German accent.
SCENE 1
CAR STARTING
EEKOFF: Guten tag! Mine NAH-muh ist Eekoff. I am a brand new Ford Escape and I just recently joined de Zipcar fleet. You know I got your back whenever you need me! I’m always up for a weekend zip to de cottage or a quick run to de hardware store! If you want to roll wit me I’m on Richmond St between Church and Victoria! But first go to www.zipcar.com to sign up! Ja!
HONK HONK!
CAR ZOOMING AWAY
END
Radio Script 3
“MCCOMBER”
Zipcar, 30-sec
CHARACTERS
Mccomber- A blue MINI Cooper in the Zipcar fleet. Mccomber is a young, carefree, fun guy with a cool dude voice.
SCENE 1
Zipcar, 30-sec
CHARACTERS
Mccomber- A blue MINI Cooper in the Zipcar fleet. Mccomber is a young, carefree, fun guy with a cool dude voice.
SCENE 1
CAR STARTING
MCCOMBER: Yo yo! Pleased to meet you! Names Mccomber and I’m a sky blue MINI coop! I just recently got picked up by Zipcar and I’m pretty stoked about it! Now I get to wheel you Zipsters all over the city and with me you know you’ll turn some heads! Hop in and I’ll show you how getting there can be half the fun! I’ll be chillin at Euclid Ave just north of Queen. Go to www.zipcar.com to sign up! Later bro!
HONK HONK!
CAR ZOOMING AWAY
END
Radio Script 4
“BOZWELL”
Zipcar, 30-sec
CHARACTERS
Bozwell- A silver BMW 323 in the Zipcar fleet. Bozwell is a high class, snobbish female with some kind of foreign accent.
Zipcar, 30-sec
CHARACTERS
Bozwell- A silver BMW 323 in the Zipcar fleet. Bozwell is a high class, snobbish female with some kind of foreign accent.
SCENE 1
CAR STARTING
BOZWELL: Hello Zipsters, I’m sure you’ve seen me around before, my name is Bozwell and I am a sleek, silver BMW 323. When I’m not being gallivanted around the city for everyone’s entertainment, I can be found escorting Zipsters to important business meetings or accompanying them on romantic evenings out. Show up in me and your image will instantly ameliorate. Go to www.zipcar.com to sign up. Pick me up at 33 Yonge, cheers!
HONK HONK!
CAR ZOOMING AWAY
END
