Go Get challenges ‘car monogamy’ in first campaign from creative agency Mr Wolf
Independent agency Mr Wolf has won the creative account for short term car rental business Go Get and launched its first campaign for the brand, challenging the idea of ‘car monogamy’.
Championing the ease and availability of Go Get, the first campaign tells consumers its ‘time to let go of car monogamy’, and chose the rental service which allows them to enjoy all the benefits of a car with none of the stress and financial commitment of owning one.
Go Get’s research shows that the average car spends 90% of its life parked and still costing owners money. It has also found that every Go Get car takes 10 vehicles off the road, reducing pollution.
Go Get marketing director, Richard Tourino, wanted a campaign that will direct people into memberships instead of car ownerships.
“We were looking for a campaign that encapsulated the behaviour-shifting attitude of our brand whilst challenging the status quo that you must own a vehicle to enjoy its benefits. ‘Car Monogamy’ neatly wraps all this up and provides us a platform from which we can continue to disrupt the category. People are now ‘growing up’ to GoGet instead of growing up to car ownership. We want as many people as possible to know that car share is working for many of their neighbours and can work for them,” Tourino said.
Go Get’s ‘Car Monogomany’ OOH execution
Mr Wolf managing partner, Michael Stevenson, said Go Get fit with the agency’s philosophy of being a challenger brand.
“Go Get is a brand we’ve had our eye on for some time now. They’re a true challenger brand and one we feel really passionate about working with – not only because they’re disrupting the automotive and transport industry, but because they’re part of the new breed of organisations determined to be a force for positive change,” Stevenson said.
Managing partner, Tony Singleton, added: “Many millennials don’t aspire to car ownership. In fact, they see car ownership as something that ties you down rather than the ‘freedom and independence’ that cars represent to older generations – they also struggle with the idea of paying for something when you’re not using it. We want to popularise this mindset by projecting Go Get as the choice of a forward- thinking person.”
The campaign will run nationally across digital, OOH and social channels.
Credits
Mr Wolf
Strategy: Tony Singleton
Managing Partner: Michael Stevenson
Creative leads: Bart Pawlak, Kelli Anderson
GoGet
CEO: Tom Davey
Marketing Director: Richard Tourino
Marketing Manager: Domenika Theissen
Media
Custom Media
Richard Warwick & Nicholas Roy
