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BRAND CHALLENGE

Sharing means of transport is already a concept deeply linked to the urban landscape and yet the category has a long way to go. Bonzer, a car sharing business based in Boston and born under the auspices of MIT, entrusted us to develop their brand to carry out a pilot test and then present the project to its investors in order to obtain financing for hundreds of vehicles and implement a network throughout the city.

User behavior studies showed that, even in such a car-dependent culture as the United States, the vast majority of urban journeys are less than 5 km. In addition, we saw the whole sector had just been born with undifferentiated brands, all of them launching the same messages about electricity and ease of use, without doing any real branding work. We therefore had a real opportunity to make the brand the reference for the shorter journeys segment of use. The ones that connect you to the ones you love and the kind of life you want to have:

Bonzer began to build the brand on the value of the small things, closest people, social cohesion and improvement of the immediate environment with a very human concept.

Especially in a city with a harsh climate, Bonzer is always close to make your life continue and your environment more pleasant, friendly and clean thanks to small daily contributions. The user, thanks to Bonzer, is the protagonist: «If you want to make the world a better place, look in the mirror and make a change»

ACHIEVEMENTS

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250 subscribers are already striving to make their neighborhood a better place.

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The brand has met its objectives in pilot phase.

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Bonzer is in the 3rd round of an investment pitch to make a widespread implementation in Boston..