AVAILABLE ANYTIME by BBDO Germany for CAR2GO

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AVAILABLE ANYTIME

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Industry Car & Utility Rentals
Media Promo & PR
Market Germany
Agency BBDO Germany
Creative Director Ton Hollander
Copywriter Christopher Fink
Producer Alessandro Rovere
Released January 2010

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: CAR2GO
Product/Service: CAR RENTAL
Agency: BBDO GERMANY
Date of First Appearance: Jan 25 2010 12:00AM
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Entry URL: http://www.austin-underway.com/
Creative Director: Ton Hollander (BBDO Düsseldorf GmbH)
Chief Creative Officer: Toygar Bazarkaya (BBDO Düsseldorf GmbH)
Assistant Director: Lisa Lenneper (BBDO Düsseldorf GmbH)
Copywriter: Christopher Fink (BBDO Düsseldorf GmbH)
Managing Director: Dirk Spakowski (BBDO Düsseldorf GmbH)
Account Executive: Robert Brockhaus (BBDO Düsseldorf GmbH)
Account Executive: Michaela Hünlein (BBDO Düsseldorf GmbH)
Producer: Alessandro Rovere (BBDO Düsseldorf GmbH)
Media placement: Internet: Error-Page - Http://www.austin-Underway.com/ - 25.01.2010

Describe the objective of the promotion.
Car2go is a new, revolutionary car rental concept. Just register once in the car2go shop or online and then get in – whenever, wherever. Similar to rental bicycles from Deutsche Bahn, you can enjoy exceptional flexibility because there are no fixed rentals. car2go are placed all over the city and are available, anytime. The task was to communicate that exceptional high availability and at the same time to popularise the webpage www.car2go.com.

Describe how the promotion developed from concept to implementation
To advertise car2go and its webpage we went directly into the web. And to emphasise the most important advantage of car2go and the constant availability of the cars, we placed car2go advertising where no one expected to see it – but where the topic of availability is vitally important: On the 404 and 503 error pages. There the car2go pop-up appeared and a short text informed the reader about the key data of car2go. With just one additional click the user got to www.car2go.com.

Describe the success of the promotion with both client and consumer including some quantifiable results
The clicks on www.car2go.com increased and the client was happy about a click-through-rate of 1.3%. And anyone of them who clicked knew that car2go is available, anytime: all over the city – and even there, where you won’t have expected a rental car until now.

Explain why the method of promotion was most relevant to the product or service
Because car2go is an absolutely new and unknown car rental concept, the task was to increase the level of awareness towards the brand and its webpage www.car2go.com. But it wasn’t just about attracting interest only. The potential user should understand what the car2go concept is all about: individual flexibility and mobility due to constant availability, in a way that reflects the values of the brand: easy, intelligent and convenient. Like the car2go pop-up.