For this edition of The Shared Journey, we sat down with Josephine Adorelle the General Manager of Marketing, PR & IR at aimo, a Vulog-powered all-electric carsharing service with 300 vehicles in Stockholm, Sweden, to hear her insights on the importance of a clear marketing strategy when launching a shared mobility service.
When we launched in Autumn 2018, we tried many different forms of media to attract users then month-by-month we narrowed down our focus as we saw the results. We were open to nearly any measurable marketing execution including online ads, outdoor campaigns, and partnerships.
Social media has been our most effective tool for targeting our audience. We are active on all of the major social media channels; Facebook, Instagram, Snapchat etc. Our advertising on the platforms aims to reach “look-alikes” of our existing users and achieve a lower “cost per acquisition” than mass media.
We’ve found Snapchat to be the cheapest form of social media advertising. The only drawback is that we can’t track down actual registered users that come from the Snapchat platform because we do not have a tracking code implemented in our app yet.
Finding the right message for your audience involves a lot of testing. In one quarter, we tested 18 different ads with varied versions, colors, designs and messages. We tried messages such as; “we are environmentally friendly,” “we’re in the city” “we have child seats.”
We found that what works best is to show the app interface along with a localized message stating that “we are in Stockholm” for example, “Stockholm's first electric carsharing service”; talking about the city is very important and the most effective.
Secondly, showcasing the app interface has proven to work better than showing a car. Since 83% of the viewers are seeing our message from their phones, it’s most beneficial to get the viewer familiarized with the app and really highlight how user-friendly it is. This makes them much more eager to actually download and register for the app because they feel like they already know the program and service.
We wanted to be the “fun” alternative to another service that left the market. They had been owned by car manufacturers and were quite traditional using blue or black colors – nothing that really stood out.
In the beginning, our “fun” branding had only one color – pink – but we were aware that the choice may not appeal to men, so we decided to have 4 different colors. We play around with the different colors in our communications – even though we still primarily use pink.
We are now exploring new lifestyle partnerships. For example, a golf subscription, so that users can get a discount on their golf subscription and take an aimo out to play golf.
aimo’s all-electric fleet of 300 free-floating Renault Zoes is powered by Vulog and is providing a new, clean transportation option for the people of Stockholm – one of the world’s most digitally developed and environmentally conscious cities. aimo’s electric vehicles feature a best in class range per charge of 200-300 km.