MyWheels
01
The Kickoff
MyWheels wanted to make a local impact in Utrecht's Cartesius neighborhood. The challenge: increase visibility and activate residents to create an account, and then take a ride in one of the cars. This pilot was intended to test the collaboration broadly; on creation, technology and conversion.
02
The Game Plan
We developed a new campaign concept: ‘Your *event*? MyWheels. Recognizable, everyday moments in which MyWheels is the logical choice. From your trip to Ikea to your day at the beach. In doing so, we gave the brand more humanity without explaining too much.
We tested extensively throughout this campaign. Different catchment areas, call-to-actions, media channels and landing pages passed the test, all to achieve that score.
Using videos, stories and HTML5 expressions, we were visible in residents' timelines.
03
The Score
The campaign delivered increased reach with thousands of quality visits to the landing page. More importantly, we learned what both works and doesn't work for MyWheels. The landing page route proved to be the most efficient, and the broadening of the Smart Location Targeting area increased engagement with the target audience on the campaign message.
With these insights, MyWheels now has a scalable creation and media framework in place. An approach that can be easily rolled out to other cities. With data as the blinker and momentum as the fuel for growth.
Ready to score?
CANTINE PRACTICE
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