A fully-integrated 360 campaign that repositioned CarShare as the ideal brand for on-the-go millennial users (Life Maximizers) to get the most out of every day. Campaign elements included fully produced video content, out of home, direct mail, a social overhaul, and an original app that streamlined the booking services and incentivized users to keep crossing things off their lists.
Insight: Millennials are always trying to do more.
"WHETHER I'M GOING TO THE GROCERY STORE OR TAKING A SPONTANEOUS DAY TRIP TO THE APPLE ORCHARD WITH MY FRIENDS, I CAN TAKE CARE OF ALL OF THE THINGS I NEED TO DO - AND AM DYING TO DO - WITH CARSHARE. I HAVE THE ABILITY TO CHOOSE WHEN I WANT TO GO AND HOW LONG I HAVE THE CAR. IT'S ALL SO EASY AND FITS IN WITH MY ON-THE-GO LIFESTYLE."
- Frequent CarShare user, primary research
We made car booking more intuitive, added built-in to-do lists, a trip rewards program and partnerships with small local businesses to support entrepreneurship.
Out Of Home:
To promote the app, we caught users where they already are – out and about. These larger-than-life to-do lists are located near CarShare's cars to alleviate any difficulty finding them.
We also developed For-Word, a content-fueled email newsletter to promote the service and partnerships with influencers who get sh*t done.
agency: mojo ad, missouri school of journalism
role: graphic designer
art director: sarah campbell
copywriter: drew grier