TBWA\GERMANY, Dusseldorf / CAR2GO / 2017
The carsharing brand “car2go” is solely associated with the “smart” car” - whilst their main competitor “Drive Now” offers a much more attractive, wider range of models. That’s why in summer 2016 car2go launched the new models CLA, GLA, A- and B-class. The new car2go Mercedes Benz fleet was to promote and introduce the news to the target.
But: without a single cent of marketing budget.
Uploaded on Google Maps 4000 photos showcased the new car2go models placed in front of Berlin’s 4000 most googled locations. By hijacking Google Maps car2go overnight turned Germany’s capital into a virtual car showroom of 800 square kilometres.
With the utilization of an everyday online application used by a modern urban target group, Germany’s carsharing service #1 skyrocketed with 300 clicks on average per photo within the first 48 hours and in total 1.2 million, to the position of the carsharing provider with the most views. From the moment on when customers started to upload their own car portraits to receive free driving minutes in return there was no way to avoid car2go.