Enterprise CarShare Experiential
WHAT'S THE BIG IDEA
Enterprise CarShare, a customer-centric car sharing brand, wanted to reach more drivers. So we developed a dynamic street team program in key cities for the launch, focusing on delivering new member acquisition and increasing awareness and utilization of CarShare. We also developed a custom dashboard to monitor street team activity in real-time.
HOW WE GOT THERE
Develop a two-year experiential street team program in key U.S. cities and Toronto to support the launch of Enterprise CarShare, reach new member acquisition goals and increase awareness and utilization of CarShare.
Our target consumers live and work in an urban environment and depend on access to reliable transportation to meet their professional and social needs.
Consumers are willing to experiment with different transportation options including car sharing providers.
To reach our target consumer, localized teams of market managers and brand ambassadors were assembled to engage and educate consumers in the community and drive member acquisition. Teams were equipped for optimal mobility and flexibility, designed to produce goal-oriented results.
HOW IT WORKED
With over 100 team members across six cities, our market managers provided local insights about how to best educate consumers with one-on-one conversations.
We developed a custom Moose dashboard to monitor and evaluate street team activity. It allowed us to track real-time analytics and ensure results and ROI within each city.
We designed a custom prize wheel to utilize at large scale events to draw awareness, provide entertainment and encourage consumers to participate and sign-up.
HOW IT ALL TURNED OUT
Weeks of Activation