havas media group
Let's make CAR2GO a bit more interesting?
Problems, benefits, ideas.
SITUATION
Let's take a look on the business category
Zipcar — most cliche advertising.
Nothing interesting.


EVO, nice try.

Good copywriting decision but it is still boring because of visual.
And another car illustration.
Well-done!

So we can go further than our competitors
because of lack of emotions!
PROBLEM
Brand fights for business benefits as cheap journey and parking places
It is not interesting
It is small
Apple company talks
about perfection and lifestyle
but not about computers.

Because talk about surface problem is not catchy.

BENEFITS
NOBODY REALLY COUNTS
Mount of cars, prices, parking places — it's what should business show
But not to communicate with.
So-o-o...
let's create a story?
Let's talk about why.

Why do CAR2GO
exists?
BECAUSE WE WANT TO CREATE COMFORTABLE LOCOMOTION
THROUGH THE MADRID MORE POSSIBLE
I can do it by myself
or
proud to be independent
The idea is to create 3-4 stories of independent women
First story, for example, is Nina who lives in Madrid.
She has a grandma.
She knows it's time to visit her and to buy a gold-fish for lovely grandma.
She is tired of taxi, of men who are always trying to pick-up her.
Now she has a possibility to do it by herself.

We will create 3-4 stories about similar characters but with different consumer insights and details.
Storytelling of
Parallel universes

The main idea — to be different among competitors.
We can attract consumer by a storytelling.
There is space-shuttle sharing system... so we thought it should be exist on our planet!
How CAR2GO is matching the FAR-FAR-AWAY Galaxy sharing system!
MADRID IS PROUD TO SHARE AS A FAR-FAR-AWAY GALAXY DOES!

BY THE WAY WE CAN CREATE BRAND AMBIGRAM OF "PROUD"
AND USE IT EVERYWHERE IN AD CHANNELS.
WHAT IF?
What if Madrid has become a full car-sharing city?

Let's create a world without a taxi, for example.

1. A lot of parking places will cover by grass and flowers.

2. There will be a big calendars on the street and in the yards:
"Ricardo is going on #OURCAR from 14:14 till 16:15"

3. Every car would become a digital so in the head there will be checkers announcing a Facebook profile of a driver.
WHAT IF?

Brand gives real help

I truly believe that good communication and advertising can help people.

What do I mean?


For example, CAR2GO can do something real. Brand could fight for a free streets from cars.

It could fight for better life to locals — instead of place for cars create helpful points where people can come.

It could be library or some green zones.



TOTAL
WE WILL STAND FOR SOMETHING
WE WILL DIFFERENTIATE
WE WILL CREATE EMOTIONS
THANK YOU!
Made on
Tilda