The Challenge

Popcar is a fast growing car sharing company that is changing the tradition of owning a car, to a smarter and more sustainable method of getting around. As part of their marketing strategy targeting specific areas, they engaged communication designers, Percept – Brand Design, to create various promotional campaigns that communicate the availability of Popcar car sharing and the benefits of switching to them.

The objective for the communication designers on these promotional campaigns was to convert members, generate membership sales and reward existing members in addition to raising brand design awareness.

The Solution

Various promotional campaigns were created by the communication designers at Percept. In the brand design, they successfully targeted specific areas, featuring key benefits of utilising Popcar vehicles and encouraging customers to actively use them.

For example, the North Sydney brand design campaign centred around Popcar’s key offering being ‘A smarter way to get around’. The key illustration developed, visually captures the smarter Popcar alternative where car sharing works best as a link between other sustainable transport options. This activation captures people at transport transition points with a handout flyer and discount token.

The Popcar brand design colours are featured predominantly by the communication designers across all promotional campaigns, with the special consideration to the design middle ground (no consumer disconnection between the campaign and the website).

A multitude of collateral was rolled out by Percept’ communication designers across these promotional campaigns, including printed material such as DL flyers, brochures, bike tags, banners, postcards and gift vouchers, as well as kiosk design, signage, social media and web landing pages.