SHARE NOW is the merge of car2go (Daimler) and DriveNow (BMW). It has been in the market for all 2019 without "real" communication besides Co-Branding the fleet.
The task: Develop a launch campaign for SHARE NOW that brings the new brand to life!
Strategy: We live in an instant society. Everything we use or buy needs to be available at our fingertips. We are generation. The first generation that truly makes their own decisions every day. And we can move in a different way every day. We are the centre of the biggest transformation mobility has seen yet. There is nothing left to stop us now. Nothing left to stop you now. It's only you now. YOU NOW. SHARE NOW.
Idea: With the new claim and positioning "YOU NOW" we put our customers and their needs into the center of communication and enable our users to get into the driver seat NOW. We enable users to make choices first and foremost according to their individual needs. The Awareness campaign you can see below emotionalizes the brand's offer. Out of Home was therefore the strongest awareness touchpoint followed by little storytelling film sequences.
OOH:
In European surroundings:
Social Media Film Sequences:
Credits:
Creative Director: Barbara Dirscherl, Marielle Wilsdorf
Senior Copywriter: Mo Sadeghi
Senior Art Director: Tim Brack
