SpotHero Campaigns
OVERVIEW: I pitched SpotHero a series of campaign ideas designed to expand the brand beyond parking utility and into more memorable, culture-driven territory. Each concept explored a different way to make the service feel useful, playful, and distinct.
Campaign Concepting, Copywriting
Campaign Concept — Be a Hero
This campaign allows users to make a difference in their communities by donating the money they saved with SpotHero (a few dollars at a time) to one of a list of local charities via the SpotHero app.
The app would then generate a prewritten social media post that the user can post to social media.
Campaign Concept — Here’s a Spot
Hot air balloons that mimic the SpotHero pins float above the Bay Area to signify that SpotHero has parking spots virtually everywhere.
This also helps get around San Francisco’stough advertising regulations that disallow billboards.
Campaign Concept — Welcome to Car Owenership
This campaign targets new car owners at the dealership. SpotHero could establish relationships with high-end dealerships in the Bay Area to sign customers up at the Point-of-Purchase. This reaches customers when they are most excited about their cars and motivated to protect their investment by signing up for secure, reserved parking.
A welcome packet would include a brochure and an umbrella, essential for the Bay Area's micro-climates, and an eco-friendly canvas tote perfect for carrying the paperwork generated when buying a car and the SpotHero umbrella. The reusable tote fits with the socially conscious identity of the residents who could use the totes again and again.
Campaign Concept — Here’s a Spot
Creative use of elevator doors to metaphorically show how SpotHero makes parking magically appear.