Since its launch in 2016, DriveNow has become a household name in Brussels’ mobility. With the help of LVTPR, the carsharing service has successfully claimed thought leadership in free-floating carsharing in the media, under the general public and with the government.
In order to strengthen its position, we helped our client to further increase its share-of-voice in the overall mobility debate. To emphasise free-floating as one of the solutions towards better mobility, we deployed a very specific PR-tool: the opinion piece. Christian Lambert provided the vision and LVTPR the pen and the media relations.
The first piece was published in September 2017, when various Belgian cities made the news with their ‘car bullying’ measures to reduce traffic in their city centres. DriveNow and LVTPR newsjacked the topic in Le Soir, an important French speaking quality daily. Under the title ‘The private car has no future in the city’, Christian Lambert made a case for a more constructive approach to realise this vision.
A bit later, in the spring of 2018, when several people – including a politician – voiced their doubts about the sustainable nature of free-floating, DriveNow and LVTPR joined the debate. By means of two opinion pieces in Knack (Flemish quality weekly) and L’Echo (French quality daily) we illustrated how free-floating did contribute to more sustainability, at the same time further establishing DriveNow’s status as the voice of the Belgian free-floating carsharing industry.