ABOUT

The Brief

Drivenow is an innovative new car hire solution that lets users hire cars with micro payments for short periods of time. The service, which is owned by BMW, has brand new Mini’s and BMW cars all across North London boroughs. Users can book the cars with their phones, pick up the cars and park them anywhere across the region. It’s a fantastic service, and one that many people in London were unaware of.

Drivenow wanted to expand awareness of the product and encourage new people to sign up for the offering.

The Solution

When conceiving the creative for this project we had two main objectives. First, we needed people to understand what the product was and how it worked. Second, we wanted people to know that there were cars all across London for them to use.

To ensure that people understood how it worked we chose to shoot the commercial in a particularly innovative first person view. We literally placed the consumer in the eyes of someone using the service. With clever use of CGI we showed how the phone let the customer find the car, unlock it and turn the engine on. We showed the viewer the person driving the car, in a typical scenario where they might use it (picking up friends for lunch). We finally showed the audience the customer dropping the car off and leaving it without a worry. This whole story clearly showed a new way for London’s motorist to think about transportation in the capital.

To purvey the scope of the scheme across London we used stunning aerial photography. We captured beautiful shots of the electric i3 BMW as it travelled around streets. We integrated graphics to show not only how wide ranging the scheme was across London but also the amount of cars that were available to hire on the roads.

The Results

During the 3 months of the campaign we saw a 90% uplift in registrations compared with the previous 3 months and over 30% uplift in conversion rates.

It's been viewed just short of 1 million times (925,025). This includes views on Facebook, Twitter, Youtube, Paid media (Youtube pre-roll etc) and Sky TV.