Beyond the sale
ZIPCAR PROMO MOMENTS
THE OPPORTUNITY:
Create moments of playful connection that spark action while protecting the brand.
Value-first moments gave members a compelling reason to participate without compromising Zipcar’s pricing or brand integrity.
GIVEAWAY:
Golden Ticket
To boost reservations in top markets, we created a Golden Ticket-style surprise and delight where members could find $500 in driving credit upon unlocking their Zipcar. The physical tickets shined with gold foil accents, inspiring all the accompanying graphics and allowing for a unique “prop” for all social content.
+7% lift in reservations WOW in Chicago
Although we received some great social engagement, a longer tease out would’ve been beneficial. Incorporating influencers in each market to help get the word out could’ve brought more eyes to the event.
FLASH SALE:
Hidden Gem
To drive more app searches and make our lower prices clear, we needed more than a typical promotion. So we offered select cars for $0 for the day and turned it into a “hidden gem” scavenger hunt. The gem gave the idea a playful anchor, drawing members into the app to search and book.
"Your promo was the best! After an injury left me unable to drive for months, I was grateful for my free rental hours. I ran long-overdue errands and remembered how much I love Zipcar: Thank you!"
+3x increased searches WOW
All email, push, and social content performed above benchmarks. A win for the team was a HUGE cross-functional effort to turn this around very quickly and make sure all touch points remained consistent.