Zipcar for Business is the corporate arm of Zipcar, the world’s largest car network club. In 2014, Zipcar grew its car networking offering for business into Bristol and Oxford, joining the already established London market.
To support the launch of the new locations and also to continue to grow London, Zipcar were looking for a high impact way to engage with their business audience, cause disruption around the traditional business travel choices available and generate new customers.
Really B2B decided that phone-based persona research would not give them a strong enough feel of what life was truly like for the business traveller in each of the three cities. In order to get a real flavour for this teams were sent into London, Bristol and Oxford, to the Zipcar depots and other major travel locations such as train stations, bus stations and cab queues. Operating as part of the Zipcar for Business team, Really B2B conducted on the spot interviews with business travellers throughout the day.