Sir Mary creates a provocative campaign with topical relevance for Sharoo
With a new campaign, the car-sharing platform Sharoo is drawing attention to its wide variety of cars. The campaign uses a touch of humor to explain to customers the diverse ways each car can be used—often with a sharp-witted reference to the context.
Sharoo continues to grow: the platform now offers over 1600 rental cars for shared use. In order to position the car sharing platform's diverse range more clearly, the Zurich agency Sir Mary has developed a self-confident headline campaign in the "Dein-...-Auto" style. It focuses on the possible uses of the rental cars.
"Today's customers don't just know one way of getting around the city. They always use the one that suits them best. With sharoo, we can react very flexibly to this," explains Carmen Spielmann, CEO of Sharoo. "For the campaign, it was important for us to focus on the core of our offering: We offer rental cars wherever our customers need them. The new claim reads accordingly: Rent a car where you are."
The eye-catching headline campaign was refreshed with a new color scheme. Thirteen different visuals are used as posters in the Zurich area, with matching headlines at neuralgic points, such as in the vicinity of furniture stores, in the banking district or at the university. For example, the headline "Dein-günstiger- als-ein-Kaffee-in-Zürich-Auto" (Your-cheaper-than-a-coffee-in-Zurich-car) with an illustrated Smart car and "Dein-Shoppingtrip- nach-Deutschland-Auto" (Your-shopping-trip-to-Germany-car) with a minibus at the main railway station.
The poster campaign will be extended in the long term through various digital measures, all of which will be purchased programmatically and in a suitable context. A site bar was specially developed for this purpose, which can be edited in real time and can thus immediately refer to daily updates. The headline style also allows this on social media. The contextual motif with reference to the historic championship victory of the Bernese Young Boys made headlines on 20 Minuten in the very first week.
Responsible at Sharoo: Carmen Spielmann (CEO), Christina Alessio (Head of Marketing & Communications), Oliver Leu (COO). Responsible at Sir Mary: Florian Beck, Pascal Baumann, Tobias Röben, Katrin Espelage, Constantin Camesasca, Luca Zurfluh, Nicolas Hostettler, Iva Bozovic, Fabian Habisreutinger, Vanessa Habisreutinger, Sofia Kaitala, Daniel Zuberbühler, 3D models: Florian Baumann.
