Plan B™
The Agency Alternative
I-GO
Beep. Beep. www.igocars.org Living car-free in the city is great, but sometimes, you just need a car. Enter I-GO. Like a time-share plan for the automobile-impaired, I-GO lets members access a car for those trips that are too long or cumbersome for public transportation or bicycle travel. It’s an idea that sells itself — or it would, if the right prospects only knew about it. Plan B helped I-GO target frugal non-car owners who still occasionally feel the need for speed, through novel direct mail and out-of-home advertising that keyed on the essential benefit of having a car when you need it. Which is, of course, having a car when you need it — and not having it when you don’t.