How Car-Sharing Service Got Sign-Ups by Presenting Events in City Guide

To increase the number of trails for the car-sharing service DriveNow, DriveNow presented three events in a newspaper’s “City Guide” sections.
print native campaign

Summary

To increase the number of trails for the car-sharing service DriveNow, DriveNow presented three events in a newspaper’s “City Guide” sections. The obvious choice of transport to these events was DriveNow. Drive Now got 385 sign-ups directly from this campaign.

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Publisher/Agency: BTMX
Campaign: “City life”
Brand: DriveNow
Country: Denmark

Mission

DriveNow is a car sharing service, and the mission of the campaign was to change people’s opinion about the use of car sharing services and increase the number of trails.

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KPIs

DriveNow had set up a goal of getting 300 sign-ups within the seven weeks the campaign was running.

Target audience

People between 18-40 years, with a focus on outgoing people who normally use taxis, the subway or their own car when they plan to go out for the weekend.

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The approach was to contextually incorporate DriveNow as a part of the newspaper MetroXpress’ “City Guides”.

Strategic approach

The approach was to contextually incorporate DriveNow as a part of the newspaper MetroXpress’ “City Guides” and through that give the reader the opportunity to both plan the weekend’s events and also arrange the transport to and from the events.

The campaign should inspire people to go to events outside the city centre even though they don’t have their own car.

Creative idea

To focus on the newspaper’s “City Guide” section by letting DriveNow present three events where transport with DriveNow would be the obvious choice of transport. At the same time, DriveNow was providing a campaign code for signing up and getting free minutes on the first drive.

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The campaign should inspire people to go to events outside the city centre even though they don’t have their own car. DriveNow is thus a great alternative to taxis because you have the freedom to leave whenever you prefer.

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Platforms

The MetroXpress newspaper East edition

Content distribution and promotion efforts

Seven half pages in the MetroXpress East edition, seven Fridays in a row

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The articles were placed in the “City Guide” section

Period: May and June

DriveNow got 385 sign-ups directly from this campaign.

Size of team involved

One from the customer and three people from us/media

Results

DriveNow got 385 sign-ups directly from this campaign.


This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organizations worldwide achieve their goals and tell great brand stories in a non-disruptive way.

Download our collection of award-winning native advertising examples 2017 here:

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