THE CHALLENGE: BMW wanted to use Seattle as the debut market for ReachNow – their new free-floating car-sharing service. Challenges galore: new brand, new city, new technology. Plus, Car2Go had already established a car-sharing presence in town. On top of all that, we needed to overcome the expectation that a BMW-backed service would be too pricey for the millennials they wanted to target.
THE WORK: BMW reached out to us hoping we could leverage our transportation experience and local media expertise to launch their new service and get people to download the app. We hit the ground running with an integrated campaign that was as attention-getting as it was informative. We covered the city with outdoor and transit billboards, digital banners and homepage takeovers, collateral, social, PR, retail signage, media planning and SEM. We even orchestrated a grand opening extravaganza to help generate some much-needed buzz.
THE RESULTS: We went from zero to hundreds of registrants per hour right from the start. BMW’s goal was 5,000 downloads in the first month – we doubled that in half the time. And we did it in a way that positioned ReachNow as a brand that can pull ahead in the crowded car-sharing category.