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    The Client

    Zipcar for Business (Z4B) is the corporate arm
    of Zipcar, the world’s largest car club network
    and leader for cars on demand.

    Their solution isn’t just about fewer cars, it means less
    congestion and pollution, making it ideal for any
    business concerned with sustainability and social
    responsibility. Operating across a variety of UK cities,
    Z4B offers members access to a vehicle whenever
    they need it, from a convenient location within their
    area. Clients save time by avoiding public transport,
    delays and queues, and save money on travel costs.

    The challenge

    After 2 years of rapid growth in the SME private sector,
    Z4B needed to launch into the public sector in order to
    maintain and boost revenue as the business moved

    Zipcar Zipcar

    The Solution

    Working with Really B2B, they used insight around public
    sector challenges and the mood created by the current
    financial climate to devise a campaign which both conveyed
    a clear message and generated an emotional connection.

    Playing on the Zipcar brand and a famous phrase, the
    Zip-a-dee-doo-car campaign was born and used as the
    theme for an integrated approach, designed to surprise and
    delight local and central government prospects and the team
    around them. Direct mail was used to achieve impact and
    take potential customers on a journey which featured a clear
    call to action and left them with a smile.

    Target audience

    Local and central government

    The decision-making units:

    • Fleet directors
    • Transport managers
    • Facilities directors
    • Finance directors

    radius of
    Zipcar’s head office

    Communication channels

    The Creative

    Campaign Results

    Campaign Results