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WhipCar celebrates second birthday with new campaign with Kitcatt Nohr Digitas and Beyond


By The Drum Team | Editorial

April 17, 2012 | 2 min read

Neighbour-to-neighbour car rental service WhipCar is celebrating its second birthday with a marketing campaign by Kitcatt Nohr Digitas and Beyond @ Manning Gottlieb OMD.

The creative platform was devised and developed by Kitcatt Nohr Digitas, with the aim of promoting it as a smarter way to drive and own a car, while media partner acted as media partner.

Simon Robinson, integrated creative director, said: “Whipcar’s members are believers in a better way to run a car. Our work dramatises their belief – and encourages people to see the light, convert to Whipcar and rent their neighbour’s car. It’s an amazingly powerful and graphic way to build an emotional connection with customers and prospects.”

Steve Edwards, head of Beyond, added: “WhipCar is a great entrepreneurial and innovative partner to be working with. It’s exciting to help create a new consumer behaviour and a new market in the UK. WhipCar challenged us to effectively balance the communication between providers and users of available cars. We’ve developed a targeting model to do this and it’s a fantastic chance to see the immediate impact of our communications strategy.”

Illustrator Anthony Burrill designed the posters.

Jonathan Clark, WhipCar marketing director, added: “WhipCar’s success to date has been driven solely by word-of-mouth. The time is now right to tell more people about this fantastic platform. The benefits are obvious – you can make extra money from your car when it’s not being used or access a car whenever you need one, from a convenient location at a fair price.

“This campaign is aimed at forward-thinking urbanites, who are quick to embrace the WhipCar concept when they’re told about it. Our research shows a third of car owners would rent their cars out to their neighbours if they could.

“The positive, bold and eye catching creative perfectly captures how our community of owners and drivers are enabling each other to run a car in a better way.”

Content created with:

Kitcatt Nohr Digitas

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