Car share company GoGet has this week launched a new national campaign, shortly after appointing creative challenger-brand agency Mr Wolf as agency of record.
The ad invites users to “let go of CarMonogamy” and embrace life without car ownership.
Mr Wolf’s managing partner, Michael Stevenson said, “GoGet 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.”
The average car spends 96 per cent of its life parked, but even stationary, it’s costing people a lot of money. With GoGet, consumers don’t pay for something they’re not using. They never have to worry about maintenance and they’re not tied down to one type of car. Plus they’re not wedded to an expensive car loan or have their cash tied up in a car.
“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 GoGet as the choice of a forward-thinking person,” said Mr Wolf managing partner Tony Singleton.
GoGet marketing director Richard Tourino said, “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.”