Art & Science: Creativity vs. Data

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Robert Davis @heyrobertdavis EVP, StrategyPJA Advertising + Marketing

Brendan Stephens @brendanstephenCreative DirectorZipcar

Millie Park @millieparkSr. Director, Commerce & CommunityZipcar

Moderator:Tom Simons Chairman PARTNERS+simons

Art vs. Science(No, Science vs. Art)

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MILLIE PARK + BRENDAN STEPHENS ZIPCAR

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Promo “light” Promo “heavy”

SUBJECT LINE: Want two days of free driving, Caitlin? We’ve got the deets.

SUBJECT LINE: Our 40% off promotion extended just for you, Caitlin!

The promo heavy subject line and body copy resulted in:– 30% lift in unique click through rate – 300%+ lift in revenue per 1,000 emails sent

…which amounts to a lot of moolah.

Members respond positively to promotion “heavy” copy* *Caution: use sparingly.

SUBJECT LINE AND COPY TEST // 5 for 3

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SUBJECT LINE AND COPY TEST // $29 Overnight

Sometimes it’s okay to stray from formula.(We even did math.)

Got a late night, Kristen? Keep you Zipcar 6pm-8:30am for just $29+ tax.

Starry, starry nights for just $29+ tax, Kristen.

Working late, Kristen? Book your ride home for $29 + tax.

Got a late night, Kristen? Keep you Zipcar 6pm-8:30am for just $29+ tax.

These savings are written in the stars, Kristen.

Relax, Kristen we got your ride covered for $29+ tax.

WINNING SUBJECT LINE: Want a Zipcar for just $2/hour, Kristen? Unique open rate: 36% lift from average Unique click through rate: 69% lift from average Revenue: 172% lift from average

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IMAGE TEST // Refer a Friend Promotion

Believe it or not, we’re not all about cars.

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IMAGE TEST // Refer a Friend Promotion

We’re more about our members.

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IMAGE TEST // Airport Expansion Promotion

We can imagine the scenario.

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IMAGE TEST // Airport Expansion Promotion

Humor goes a long way.

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Creativity & Data

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ROBERT DAVIS, PJA ADVERTISING + MARKETING@heyrobertdavis

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Range of engagement

Awesome! Uh… Everything sucks.

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Data + creativity bell curve

There’s no good

information.

Here’s a bunch of

data.

Here’s a smart brief.

Data says ‘time to

optimize.’

Let’s put 50 headlines in the program.

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The gap.

Hey, get with the program!

Uh, what program is

that?

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Agency: MUH.TAY.ZIK | HOF.FER

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Agency: PJA

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Forging a new understanding.

Inspire with data

Tell stories with data

Drive performance with data