In the summer of 2016, our customer DriveNow launched its car sharing service in Brussels – the start of a successful launch period. The next challenge: to reach the citizens of Brussels directly and increase awareness. We came up with a social media activation campaign that affirmed the strong ties between DriveNow and the capital – an important part of the messaging.
“How well do you know Brussels?” With this opening sentence we challenged the proud people of Brussels on Facebook and Instagram to determine the location of Santa’s car on a posted picture. Three days, three posts, three locations. Anyone who saw the car in the street was guided towards DriveNow’s social media channels via an appealing teaser.
Despite a relatively low advertising budget, the campaign was a huge success. The three Facebook posts alone reached 65,000 citizens, 55 percent of which was organic. Thanks to the high engagement – 722 people interacted – the campaign spread like wildfire. The popular blogger ‘From Brussels with Love’ shared the campaign on her channels, where her followers played the game as well.
DriveNow shared the campaign as a best practice with all European cities it operates in. And in Brussels, the campaign will be a recurring phenomenon in 2018.