Creatively, it’s a shameless rip-off. But from a business perspective, maybe that’s the whole point. It took me all of two seconds to scan a banner ad and say, “Oh, I get it. Connect is just like Zipcar.”
Surprising behavior for a company as large as Hertz. But judging from Connect’s growing Twitter following—approaching 10,000—the strategy is working. Perhaps originality is highly overrated.