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BEST Spring 2011

BEST Spring 2011. Andrea Di Natale George Papachristos Iberia Zafira James Tinsley Stefan Kratz. Facebook/zipgroove. IDENTITY VS. IMAGE. Silicon Valley style. Innovative. TRENDY. Latest models. High-tech. Modern. Affordable for student. Save money.

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BEST Spring 2011

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  1. BEST Spring 2011 Andrea Di Natale George Papachristos Iberia Zafira James Tinsley Stefan Kratz Facebook/zipgroove

  2. IDENTITY VS. IMAGE Silicon Valley style Innovative TRENDY Latest models High-tech Modern Affordable for student Save money Reasonable price AFFORDABLE Convenient No insurance Some cars not green Fewer cars JUST MARKETING Less driving Don’t care GREEN ??? Not peaceful Rigid FREEDOM STRESS Flexible TENSION No hassle

  3. EXPERIENCE AND VOICE • High Stress • Returning- • Planning- • Picking up- • Driving- • Reserving- • Low Stress Efficient Reliable Modern Smart Flexible EASY COMMUNITY SHARE FUN

  4. Our Campaign Story sense of community Seed Share

  5. Goals of campaign 1) Increase AWARENESS of COMMUNITY among Stanford’s Zipsters Connect Josie… … to James … … and 27 other Zipsters! 2) Increase on-time returns and REDUCE STRESS S S T R E S

  6. (0) Results 634views Feedback: - “I liked the video, but what do you want me to do?” - “Is this a Zipcar program, a CD collection or an online community?” - “I like the idea of sharing music, but I won’t leave a CD” Crossfire from Zipcar: - “Sorry, we get hundreds of these requests” (Twitter) - “You can’t put CDs in Stanford’s Zipcars” (e-mail) - ”We’re totally jamming to this idea” (YouTube) - “Those guys have gone rogue” (e-mail)

  7. Lessons learned… CLEAR, IMMEDIATE Call-to-action? SIMPLE TOUCHING The story? CATCHING THE MORE ≠ THE BETTER Which media? Brand experience?

  8. QUESTIONS? Facebook/zipgroove

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