Client: Alberta Main Street
Challenge: Zipcar approached Alberta Main Street to do a co-op ad in Willamette Week, providing us with the following extremely wordy promotion for the ad:
Zipcar supports shopping at local Alberta Street retailers during Tannenbaum Madness Opening Night! Bring your receipt and visit us (Zipcar) at Umpqua Bank for great deals:
• Existing Zipcar members, spend $10 at Alberta St retailers & get $2 in Zipcar driving credit – the more you spend, the more you get!*
• New Zipcar members can sign up tonight for ½ Off Annual Membership and show your receipts from Alberta St retailers & get $2 in Zipcar driving for every $10 spent.*
(*) Offer not good with other promotions. Same-day receipts and purchase made between 4pm and 8pm.
Solution: My goal was to simplify the information provided by Zipcar to create succinct, compelling copy for the Get Out and Zip side bar. I wrote a four-word headline that would promote both the Zipcar offering and shopping locally on Alberta Street during the holiday season. I also focused on distilling the main points of the Zipcar promotion into terms that were brief, simple, and would fit in the limited space available in the ad.