An absorbing year of work that has revolutionized the “way we move around in the city”.
car2go conquers Italy
To launch car2go, Mirata developed an innovative and never seen before in other countries strategy: no big investments in billboards and ADV, but a rather unconventional campaign which generated word of mouth activating the target immediately. The streets became the place where car2go was promoted, because the streets are the place in which car2go moves and meets its clients while responding to their modern mobility needs. We transformed the Smarts in mobile registration points, with unusual messages with a strong focus on services on the doors. The mobile teams followed the targets movements around the city, signaling their presence through Facebook.
The activity generated:
100 radio and TV airplays; 500 press and web articles
20.000 NEW FANS
10.700.000 Impressions on the page
700 posted pictures
Only a year from the launch, these numbers speak for themselves: 150.000 subscribers
50.000 rentals per week
1 million rentals
6 million kilometers covered.
15.000 cars less in Milan
Italy is the most successful case study in the world for car2go.
Conquer Italians: OBJECTIVE REACHED.