car2go: launching a new kind of car-sharing in North America

Challenge:

Daimler, a German multinational automotive corporation, needed help launching a new program of its kind in North America: car2go, a car-sharing service that gives members “on-demand” 24 hour access to a fleet of free-floating, low-emission “smart” cars distributed all over the city. Daimler came to Influence Opinions™ because of our proven track record of changing public perception to reach an end goal, we understood from the get-go that this wasn’t about a car – it was about a culture.

IO’s Strategy:

Austin was chosen as the first North American city to launch Daimler’s new car-sharing program because X, Y and Z. In order to successfully introduce the program to the Texas, we knew we needed to 1.) Gain buy-in on the concept from government officials, media and local businesses, and 2.) Establish an initial membership base through generating awareness and opening the minds of Texans to a new perception of transportation.

The objectives included:

·  Educating the community about car2go and car-sharing.

·  Establish the car2go brand locally, nationally and internationally as an innovative, easy and eco-friendly personal transportation option.

·  Establish car2go as an authentic Austin brand.

·  Establish the company as a leader in environmental advocacy.

·  Build momentum by maintaining existing relationships with local and statewide press, while driving new interest with iconic local businesses and personalities for possible future partnerships.

·  Drive membership once the program launched.

Implementation:

The Influence Opinions™ team launched a massive public relations and marketing campaign to generate awareness and drive membership. car2go executives and staff were new to town, with few or no connections to local/statewide media, local business, or local/state government officials. Influence Opinions™ immediately arranged meetings across the city and around the state to introduce this new team and program to Texas.

We began working closely with the City of Austin and local businesses to gain buy- in to car-sharing as an incentive for employees. We offered test- drives to government officials and media to familiarize them with the program and its ease of use. We created engaging visuals and marketing, complete with a website and social media campaign.

Influence Opinions™ is proud to have been the agency on record for car2go’s launch and critical first year, handling all media relations, event management, research, executive positioning, and creation and execution of marketing materials, campaigns and social media strategy.

From hire to launch, Influence Opinions™ had approximately two months to create a crowd-attracting public event with national media attention. On May 21, 2010, more than 4,500 people crowded Austin’s Republic Park for a festival to listen to music, test-drive the smart cars, learn more about car2go and welcome the program to Austin.

Results:

Influence Opinions™ successfully launched car2go in North America. In only one year we grew membership from 1 to 15,000+ members and generated an interest in car sharing. Now, car2go has been introduced to more than seven North American cities, with many more in its sights. -

Data Points:

In only one year and with limited budget, Influence Opinions™ helped:

·  Grow Austin car2go memberships from 1 to 15,000+ members.

·  Build members’ interest in driving – car2go records about 500 - 800 total rentals per day, with each drive lasting an average of 20 - 50 minutes.

·  Form partnerships with organizations and corporations like Lance Armstrong’s LIVESTRONG campaign, the City of Austin, the State of Texas, Whole Foods Market, urbanspace, the Entrepreneur’s Foundation of Central Texas and local universities, among others. We also led the development of multiple local business partnerships with such iconic companies as Amy’s Ice Cream, Kerbey Lane Café and Alamo Drafthouse, to promote the benefits of shopping locally.

·  Gain media attention in multiple local, state and national news outlets, including CNN, MSNBC, CNBC and Fast Company magazine.

·  Establish car2go executives as “must-have” speakers on any topic related to environmental issues, advocacy issues, innovation or shifting public perception.

·  Gain 2,229 followers on Twitter and 1,136 “likes” on Facebook.