DriveNow is a free-floating car sharing service that has been active in Brussels since July 2016. Free-floating car sharing consists of being able to pick up a DriveNow car without a reservation. And afterwards, you can park the car wherever you want. DriveNow was already active in several large European cities and asked LVTPR to generate publicity for its launch in Brussels.
Before the cars were officially available, we created a buzz by offering several influential journalists a scoop.
That’s how DriveNow experienced a registration boost before any of their cars were even active in Brussels. On the actual launch date, we invited national and regional press for a photo opportunity. This is when the Brussels Minister of Mobility, Pascal Smet, officially launched the DriveNow service in Brussels.
Our approach resulted in publications in most Belgian dailies and items on TV and the radio.