A summer campaign that made Zipcar the obvious choice—driving 200% awareness lift in 8 weeks.
Zip If
The Challenge
It was a classic awareness problem. People in cities weren’t thinking of Zipcar when they needed a car for errands or escapes.
We needed a summer campaign that would make Zipcar top-of-mind for real-life needs.
The Idea
Our agency partners proposed “Zip If,” a scalable, mnemonic hook tied to real-life use cases.
My Role
While “Zip If” was an excellent concept, I led the verbal refinement that helped turn it into a repeatable brand memory structure and made sure each line felt undeniably Zipcar.
Verbal framework
Sharpened the rhythm and specificity of core lines to boost memorability and distinctiveness. The result was a scalable framework that kept the brand voice consistent across every touchpoint.
Audio identity
Cast and coached the VO talent to nail our conversational tone, and selected the soundtrack to create a distinctive, upbeat mood. This set the foundation for a modular video framework that scaled across seasons and audiences.
Channel expansion: Collaborated on concepts and wrote member engagement emails that extended the campaign's reach, keeping Zipcar top-of-mind for seasonal trips all summer long.
The Results
200%
Lift in awareness from August to September
75%
Lift in unaided brand recall
77%
Lift in likeliness to become a member
68%
Reported improved perception of Zipcar