Evolution Through Dialogue.
How do you break the #1 brand's market stronghold?
Research of the 18-34 year old target living and working in central Vancouver led to the strategic insight that this group leads busy and active lifestyles and uses multiple methods of getting around town – from transit, walking, cycling, car-pooling, etc.
Research on car sharing services also showed that the small size of a service like Car2Go often cramps our customers’ style, particularly in B.C. where an active lifestyle often involves cycling, skiing and socializing with friends.
Evo not only offers five seats compared to Car2Go’s two, but also incorporates a ski and bike rack (which we developed into a key brand asset), showing a unique understanding of the needs of British Columbians.
We put this core difference at the heart of our idea as the car share program that expands your options, enabling the freedom of lifestyle that young Vancouverites demand. Our one-line idea under which everything was executed against was ‘The new Evo is the evolution of car sharing in BC with cars that hold all your friends and your stuff.’