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