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Zipcar
THE CHALLENGE
To create a campaign to get young professionals, and existing Zipcar users to feel excited and informed about how easy it is to drive
an electric vehicle.
INSIGHTS
People have range anxiety - they are worried about loss of power and have questions about charging. Zipcar's competitors are moving towards a greener future, and Zipcar has pledged to have a fully electric UK fleet by 2030.
THE SOLUTION
My winning idea was ‘Feel Electric’ - Giving users the confidence to feel powerful and trust Zipcar's Electric fleet.
"Feel Electric is really smart - it conveys the positivity from a brand perspective but also how we want people to feel.”
- Vivienne Mackinnon (Head of Marketing at Zipcar UK)
The design was partially inspired by the circles Zipcar uses. I reinvented this to be layered suggesting a boost, emotionally and physically. The primary type is a bold sans serif, showing how reliable and strong the electric fleet is. The brand assets also include humans at the forefront, whether it's a student or mother, and all these elements combined gets the key message across in an impactful way.
The idea puts consumers at the centre. It makes the user the hero by ensuring they feel as reassured, comfortable, and supported as possible. By using an electric vehicle, Zipcar's customers are doing good for the environment and feeling electric!
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