Launch and takeoff
Zipcar is a US company that offers carsharing services to its members on a pre-booked basis and at hourly or daily usage rates. Zipcar was founded in 2000 in Cambridge, Massachusetts.
In 2011, Zipcar EU bought Avancar and asked us to be their creative agency not only for Spain but also for Zipcar in the UK, France and Austria.
Zipcar’s strategy was to buy regional carsharing service operators to begin its expansion journey. Thus began a six-year trajectory in which we launched the brand in the different global markets and evolved with it until 2017 when they closed in all European markets except the UK.
Challenge
Zipcar centralised its European activity in the UK offices. As a creative agency we had to work in close communication with the brand guardian in London and the marketing directors of the different countries Zipcar was expanding in.
One significant challenge was working with multiple markets (and partners) on a brand that was new to everyone. Especially as intensity of implementation, dialogue, and audiences varied country to country. We had to adapt as a team with agility, effectively combining short- and medium-term actions.
The solution
During the years we worked with Zipcar & Avancar we created a brand identity system and designed media for multiple online and offline channels. We also adapted to different market needs, sharing with everyone the opportunity to raise awareness and grow the brand.
We launched the brand in Paris and London. We ran campaigns in Barcelona and Madrid. We started a new service in Brussels and supported the Australian team when they started Zipcar.
Overall we were involved in multiple channels from creative, communication and design. We learned with them to move in an international world where diverse cultures are combined under the same brand.
We also met a great team who we have stayed in touch with. And with some of them we have shared new projects in the sector of sustainable mobility in Barcelona, London, Paris and Lisbon.
