Country’s leading Self-drive car rental platform Zoomcar said it’ll spend $20 million to promote its car subscription model ZAP Subscribe.
Zoomcar said it will launch a mega campaign for ZAP Subscribe with the objective to market the model. ZAP subscribe allows anyone to subscribe to a car on a monthly basis. The subscriber has the flexibility to share the car on Zoomcar’s platform when not in use to reduce the monthly subscription fee.
With the ZAP program, the company is said to move towards a marketplace model from the current asset-heavy model.
With almost 100% year-on-year growth, Zoomcar plans to adopt an aggressive performance-linked marketing approach which will see a country-wide spread of ATL Activities on ZAP Subscribe. Zoomcar in collaboration with Filter Copy has already spent a hefty amount for content marketing for reaching out to its target audience. For instance, the video “If Salary were a Person” successfully clocked a whopping 25Mn organic views with a significant ROI of 3.5x increase in direct traffic to website and the ZAP subscriptions increased by 40% within days of the video’s debut on social media platforms.
“We’re committed to investing significant marketing monies to ensure strong category creation in the months ahead,” Zoomcar CEO & Co-founder Greg Moran said.
