WhipCar, the first ever neighbour-to-neighbour car rental service when it launched two years ago, has appointed Kitcatt Nohr Digitas to its integrated advertising business. The first activity, which marks the brand’s second birthday, launches this week.
The revolutionary service chose to appoint Kitcatt Nohr Digitas to help them spread the word that there’s a better way to run a car.
Kitcatt Nohr Digitas has created a poster campaign featuring the line “Love thy neighbour, drive their car”. This is supported by online advertising activity. Media for the campaign was planned by media partner Beyond @ Manning Gottlieb OMD
The creative platform devised and developed by Kitcatt Nohr Digitas reflects the fact that there is now a better way to own and drive a car.
Simon Robinson, Integrated Creative Director at Kitcatt Nohr Digitas explains:
“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.”
Illustrator, Anthony Burrill has designed the colourful and iconic posters for WhipCar.
WhipCar marketing director, Jonathan Clark, says:
“WhipCar’s success to date has been driven solely by word-of-mouth. The time is now right to start telling 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 when 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.”
Marc Nohr - Chief Executive Officer at Kitcatt Nohr Digitas, comments:
"Resource sharing services are an increasingly popular phenomenon in other countries - from cars, to rooms, loans to lawnmowers - representing as they do a shift from ownership to rental. We are delighted to be WhipCar's chosen partner and look forward to helping them grow a whole new market in the UK.”
WhipCar is free to join, for both car owners and drivers. The service notifies owners by text and email when there is an approved driver in their area who wants to use their car. All cars and drivers are screened by WhipCar, and each journey is fully insured through a comprehensive insurance package that temporarily replaces the owner's existing insurance for the duration of hire.