Tug Agency & Zipcar: Implementing an integrated OOH Summer Campaign to drive awareness and revenue for Zipcar with Tug Tool ‘Real Impact’

Zipcar’s key trading period is the Summer, a season when car bookings are popular due to holidays and traveling. To amplify awareness and leverage high-activity time, we implemented an integrated media campaign across digital and offline channels, measuring performance with our proprietary Tug Tool, ‘Real Impact’. The audience is broad so we adopted use case-based targeting (booking a Zipcar when moving house, weekend trips or commuting). We reviewed pre-booked OOH activity (locations and timings) to inform when and what to run digitally. This included bus supersides, tube car panels (TCPs), 6 Sheets and bus wraps. We aligned creatives on OOH with what we ran across display (including GumGum), YouTube and paid social to maximise impact, recall and performance. Additionally, we used the Real Impact tool to measure our impact on key conversion metrics like applications (downloading the app and signing up). We achieved an ROAS of £3.78 over a month. For every £1 spent, we got £3.78 (a 30% increase in expected revenue). A test measuring the impact of OOH and GumGum achieved a ROAS of £4.12 (a 55.7% increase). We also saw an uplift of over 4,000 applications.