A note from Allison Van Houten, Vice President of Marketing
Today, we’re launching Getaround’s first global marketing campaign across the U.S. and six countries in Europe (under the “Drivy by Getaround” brand). The campaign, developed in partnership with Eleven in San Francisco, is anchored in the key insight that a day with a car is a day of empowerment. Getaround allows you to go where you want, when you want: from going surfing without having to schlepp your board on the bus, to grabbing lunch at an out-of-the way place and then getting errands done on the way home, or even taking a Tesla for a spin.
When you have anywhere access to the perfect car, anytime is “go” time.
Getaround has always had a vision of a world in which all cars are shared, and a mission to empower people to carshare everywhere. Over the last several months, a lot of consumer research and analysis by our Marketing team and agency partner, Eleven, helped us realize what we truly promise to people living in, or traveling to, cities: Getaround unlocks the freedom to get going.
In the above examples of our creative work, you may notice something different: our new Getaround logo. The new logo maintains the approachable and friendly look that’s so important to who we are, while also conveying a strong sense of modernity, motion, ease, innovation and trust as we grow and evolve as a company. The logo also embodies a lot of our brand personality — welcoming, reliable, brilliant and curious — traits that, when combined, make us uniquely Getaround. The updated logo also has some functional benefits to ensure that our brand shows up clearly in various sizes and across global markets.
You’ll also start seeing the new Getaround purple “g” stamp on its own in some places, including our website and parking signage.
The “It’s Go Time.” campaign will run through September 2019 and includes audience-targeted television and video, out of home, radio, social and digital advertising as well as content integrations.
We’re very excited to share this campaign with our users, who inspired the journey with the many amazing things that Getaround has empowered people to do. I’d like to share my “go time” story, in hopes that you’ll also share yours using #ItsGoTime on Instagram, Facebook and Twitter.
The first time I booked a Getaround car was for another job interview outside of San Francisco. I owned a car at the time, but it was in the shop and I couldn’t use it. After hearing about Getaround from a friend at work, I thought I’d give it a go. The night before, I downloaded the app, booked a Prius around the corner for five hours, and then heard the “click” of the car doors instantly unlock using a button on my phone. Very cool. I got in, grabbed the keys, and drove off within 5 minutes of leaving my place. South Bay interview, check.
True story: the next day after that other interview, I saw my current role at Getaround pop up in my feed on LinkedIn. I decided to add my resume to the mix because of my first “magical” personal experience with the platform, and the opportunity to partner with a great team to tell Getaround’s story to the world as we grow.
I no longer own a car, and now use a different one on Getaround whenever it’s “go time:” a quick beach trip with Peppers in a pet-friendly gray VW Golf; a Tahoe City weekend in a black AWD Acura RDX; a Sonoma trip with my parents in a white BMW X1; or a business trip to Los Angeles with the Getaround team in a purple Toyota RAV4.
Thank you for being part of the Getaround community — for whatever “go time” means to you, we hope you’ll join us on Getaround for a few hours or days. And if you own a car, join us to earn some extra money to pay off your car payments, or finance whatever you’re up to this summer.
See you out there — It’s Go Time.
Allison Van Houten, on behalf of the Getaround Marketing team