FreeNow
Putting human emotion at the heart of getting around the city
Urban mobility is a category in flux with environmental anxieties, anarchic, VC funded brands and ever new ways to get around. The task was to create a organising brand platform that had longevity and flexibility in equal measure, tying diverse business together under one proposition. It had to build feeling into the overly functional world of multi- mobility, differentiating the brand from its competitors.
We dug deeper into FREENOW’s two core audiences - Ambitious Thrivers and Young Urbanites. We found they have money but no time. They live and breathe their cities but want to make more of them. For them, FREENOW represented options - whether they were going from meeting to meeting or exploring the city, FREENOW had a mode for them, so they could get where they want, how they want, when they want.
Through a 360 above the line and social campaign, we showed that multi-mobility gives our customers choice, and choice gives them freedom. Instead of focusing on the doldrums of competitive pricing and driver availability, the campaign talked to the inherent freedom that FREENOW provides - to get going, get out there or just get home.
Impact
- 53% passenger increase YOY from 2021 to 2022
- Pre-tax profits rose from 1.6M to £4.9M
- 13% VTR, compared to a benchmark of 2.6%
Get in touch
Want to have a chat about how we could work together? Matt's your man.
matthew.bonny@bmbagency.comIf you'd like to talk to someone about job applications or work experience, Sofi can be of service.
sofi.andersson@bmbagency.com