Putting the client in the driving seat…

We all know it’s polite to share, but the thought of inviting a complete stranger into the privacy of one’s car, even if it is for the good of the planet, probably fills all but the most evangelical of environmentalists with dread. So how do you get the average joe/joanne to even contemplate such a thing? First off you need to break down a few barriers around privacy/personal space and introduce the concept in a way that makes it less daunting. We stuck ‘number plates’ on the back of cubicle doors (now that’s invasion of privacy) to challenge a typically ‘me-only’ zone/activity in a witty and humorous fashion. Then we started to introduce some of the benefits, but still in a tongue-in-cheek style… like our spoof parking fines stuck to windscreens telling people about the reserved parking bays for ‘sharers’.

Visually, we took our cues from various things vehicular and for added impact we stuck to a high-contrast colour palette. Round this off with a big announcement of time and place for the actual launch and watch ‘em turn up in droves… Hailed as probably the most successful launch of its type anywhere ever by the guys who developed the sharing software… a 52% take-up on launch day alone for a scheme that previously had an average rate of just 2%. All this achieved within a heavily regulated and restrictive workplace and on a fairly meagre budget.

“Voyage surpassed all expectations in coming up with a groundbreaking marketing campaign to launch the Worldcom employee car-share scheme set up by PBA. Working effectively alongside PBA, the creativity and impact of the Voyage designs were instrumental in achieving a high success rate for the scheme, with over half of the employees joining in the first three months.”

Scott - Worldcom Share