Car sharing is an alternative means of transportation. It is cheaper, flexible and eco-friendly, plus it helps unclog Brussels. But it is not very well known among Brussels citizens. Within the framework of the Mobility Week, a testing action was conducted to encourage Brussels citizens to try and experience car sharing during the summer, a period with less people and more quiet in Brussels.
The long-term challenge of shared mobility is to reduce the vehicle fleet (a decrease of 20% would already unclog the city), to cut environmental pollution in the city and to give back the public area to the citizen by scaling down parking areas.
The communication challenge was double. The first objective was to create maximum awareness around the idea of shared mobility. The second was a challenge of activation and acquisition to meet the KPI’s in terms of traffic on the shared mobility inscription hub.
A transmedia campaign. We kicked it off by raising awareness with a press conference that produced great results: 39 articles, media deals, and agreements with RTBF and VRT TV shows to have their hosts testing shared mobility and sharing their experience. Then we started a 3 phases social media campaign (awareness-activation-conversion) on Facebook and Instagram. First with informative posts, then with testimony and influencers video post with a high potential of engagement. This funnel of acquisition directed people to a hub where they could choose between five car sharing providers the one that suited them best and register to give it a try.
- 7.787 users of the hub
- 822 total clicks on partner links
- 39 articles published (double of KPI)
- 541.930 people reached on SoMe