I-GO CAR SHARING JOHN BUYSSE ADVERTISING 450 FALL 2011
FACT FINDING •
The population of the city of Chicago is approximately 2,695,598
•
Of these 2,695,598 people, about 27% are between the ages of 20 and 34
•
Approximately 51% of Chicago residents live in rented housing
•
On an average weekday in 2010, an average of 1.64 million people rode CTA buses and rails
•
Approximately 30% of Chicago households do not own any form of motor vehicle
•
In January of 2009, I-GO partnered with the CTA (Chicago Transit Authority) to provide a joint smart card that provides access to both I-GO cars and the CTA system
•
Currently, I-GO has around 13,000 members in the Chicago area
•
Of the 2,000+ car-sharing companies around the world, I-GO is the only one to have a fleet consisting of entirely hybrid vehicles
•
I-GO is a not-for-profit and its stated purpose is “to lead the way toward an integrated, multi-modal network of sustainable transportation that reduces car ownership, urban congestion, and greenhouse gases while creating an affordable, convenient, all-in-one option for commuters”
•
Car sharing increases the use of public transportation for members by 27%
•
51% of current North American car-sharers cited the “personal freedom” that car sharing provided them with as their reason for becoming a member
•
Several brands like Rent the Runway (fashion sharing), Avelle (handbag sharing) and P1 (luxury car sharing) have shown that for many consumers, “access is better than ownership”
•
Owning bulky, irregularly used items is both expensive and unsustainable, especially in dense urban environments where space is at a premium
•
If I were a young professional living and working in Chicago, I would not own a car because of the many costs associated with it, the lack of parking and rare need for a car (Introspection)
•
When owning a car, one is responsible for the costs of insurance, gas, repairs and parking (Introspection).
FACT FINDING •
I-GO pays for insurance, gas and maintenance for each of it’s cars
•
In 2010, the average consumer spent $9,520 on ownership costs of their car
•
The average I-GO member spends approximately $2,520 on all forms of transportation in a given year
•
I would probably only use a car for things like grocery shopping, errands involving moving large objects and short trips to my hometown and other suburbs (Introspection)
•
I would also maybe take weekend road trips with this car because gas and insurance are free
•
Chicago millennials surveyed claim that they do not own a car because they would use it less than 5 times per month
•
Many Chicagoans do not realize the many different situations in which a car would be extremely useful
•
Current users of car sharing services typically use it for grocery shopping or other shopping that involves mass quantities and/or large objects, short trips to the suburbs and even weekend trips to Wisconsin and Michigan
•
Owning a car can be considered direct competition for I-GO as 25% of North American car sharers got rid of one or more cars as a result of a car sharing membership
•
Zipcar’s average day-long rental fee in Chicago is $72
•
The average day-long rental fee at a major car rental agency is around $77 in Chicago
•
I-GO’s average day-long rental fee is approximately $65
•
Zipcar’s hourly rates start at $7.75 per hour
•
I-GO’s hourly rates start at $6.75 per hour SOURCES: h"p://chi2011.overnightwebsitechallenge.com/nonprofits/105 http://www.igocars.org/how/chicago-card-plus-i-go-card/ http://www.carsharing.net/library/Martin-Shaheen-Lidicker-TRR-10-3437.pdf http://2010.census.gov/2010census/popmap/ http://trendwatching.com/trends/11trends2011/#eco http://trendwatching.com/trends/transumers.htm http://www.aaaexchange.com/Assets/Files/201048935480.Driving%20Costs%202010.pdf http://www.igocars.org/pricing/ http://www.zipcar.com/chicago/rates/savings-compare-rental http://www.zipcar.com/chicago/check-rates http://www.igocars.org/member-benefits/save-money/
KEY INSIGHT
In the 21st century, access to expensive and infrequently used products (like cars) is more important to urban consumers than the actual ownership of such goods.
Â
CREATIVE BRIEF Who is our target market? • The Infrequent Driver • Male and female Chicagoans between the ages of 22-30. • They have almost everything they need within walking distance and use public transportation for almost everything including basic errands and commutes to work. • They prefer to have access to cars when it benefits them, but don’t need or want one around all the time. • Their lifestyle leads them to seek convenience out of every relationship they form and they value this convenience when it’s obtained. Where are we now in the mind of this person? • Lack of brand awareness. • Those aware of the brand don’t see enough need to become a member. • People know we use environmentally friendly cars. Where is our competition in the mind of this person? • Zipcar: More well known. Similar service to I-GO, but slightly more accessible to Chicago residents. • Enterprise, Hertz, AVIS: Rare need for their services; weekends away, road trips, not basic/everyday uses. • Public transportation/Taxis: Useful for most situations within the city. • Car ownership: Some people give in and own a car despite infrequent use. Where would we like to be in the mind of the person? • An organization that provides easy access to a car when it is convenient for them. What is the consumer promise, “the big idea”? • We can take you where no public transportation can by giving you access to the open roads. What is the supporting evidence? • Consumer trends show millennials believe access is the new ownership. • This generation is moving away from the hyper-consumerism of the late 21st century and more towards the collaborative consumer mentality. • The target seeks products that help them only when they need it, but otherwise see no need for them. What is the tone for the advertising? • Relatable. Real.
(ROUGH) EXECUTIONS
OUT OF HOME I-GO Car Sharing: Out-of-Home Bus Stop/‘L’ Station Sign
TRANSIT MAP TAKEOVER
MOBILE APP
The “Off the Grid� Guide to Chicagoland Mobile Application offers users tips and suggestions for places to go in the city and suburbs that public transportation cannot take them to or would be a hassle to travel to.