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Zipcar Brand Partnerships 2016

Disciplines

  • Loyalty
  • Promotions

Brief

Deliver a minimum of three tactical and three long-term partnerships to:

  1. Drive added value to the Member Benefits programme.
  2. Nurture existing members with relevant rewards.
  3. Re-engage inactive members and encourage new members.

Solution

Using our industry specific research tools and partnership insight, we delved into the Zipster’s profile to understand their attitudes, interests and mindset. From this, we identified 5 key areas of interest for the Zipcar member: Film, Gifting, Fitness, Days Out and Quality Food & Drink.

Following this insight, we secured a range of both tactical and long-term partnerships with brands from each key sector, developing multi-layered member benefits to give ongoing added value to Zipcar members.

Strategic member benefits included:

A multi-layered partnership with BFI offering members 2for1 cinema tickets, BFI membership discount, in addition to a London film festival offer and red carpet experience prize.

Ongoing added value with Grind, offering Zipcar members a free coffee EVERY month.

Zipcar film club with streaming platform We Are Colony, offering members 30% off films within a newly curated collection each month.

Other secured member benefits include 2for1 fitness classes with London Live Fitness, and further discounts and competitions from Cycle Surgery, Go Ape, Market Porter and Sticky9.

Results

Mediator over-delivered against the brief, securing 8 partnerships that bring ongoing added value to Zipcar members through highly targeted and high value member benefits – all of which tap into members proven passion points.

Collectively, the secured rewards add over £80 per month of ongoing value to members through savings, plus a further £50+ worth of rewards, treats and freebies.