iDVROOM, let’s go BtoC!
Now that the BtoB media are familiar with the brand, how do we reach consumer targets?

The brief / Objectives

Context
Now that the corporate media is well informed, what is the best way to gain a sustainable foothold in the consumer press (women’s magazines, general press…)
Client issue
How to reposition the IDVROOM brand in the match against its rival (Blablacar) in the absence of any sector news
Brief & objectives
Differentiation and specialization
Position IDVROOM as car share leader for short distance rides as opposed to rival brand, Blablacar,in the lead for long distance travel.

Our approach

  • Promotion of the daily car share model
  • Positioning of IDVROOM as the irreplaceable player for every day distances (home to work).
  • Benefit from media coverage of issues relating to inner city transport problems (traffic, strikes, pollution) to encourage car sharing as a solution
  • Using newsjacking tools rather than traditional press releases to react to news events and gain visibility for the company’ spokesperson.
  • Placing the brand as a committed supporter of daily car sharing and not simply an option on the collaborative economy spectrum.
Our results
  1. 21 interviews
  2. 627 media pieces including 65% in consumer media
  3. +76% increase in media coverage between 2014 and 2015
Discover our case studies
An extract of skills and expertise