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BMW:
Drive Now

Teaching London about a completely new way to travel
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The Brief

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DriveNow is a car sharing company that enables its app users to rent on a free-floating principle, operating a fleet of over 6,000 cars across Europe. They retained our services to provide them with moving and still content.

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The aim of this content was to inspire people to join DriveNow; to encourage existing customers to use the service more and let them know that DriveNow had increased its coverage within London; to position DriveNow as a lifestyle brand and must-have app for Londoners and to portray DriveNow as a convenient and easy-to-use alternative to other forms of transport.

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Our Approach

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DriveNow specifically targeted individuals between 28-40 who live in London. Our campaign needed to appeal to this demographic, whilst remaining unified by DriveNow’s brand image and highlighting the new London boroughs that DriveNow had added to its coverage.

We conducted extensive research on set locations to find hidden, beautiful areas for filming that wouldn’t subsume the budget. We ensured our talent accurately reflected the ethnicities that reside in these boroughs.

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We responded to the initial brief by devising a seamlessly interwoven narrative that followed three different journeys: of a friendship, a couple and an adult son. We chose these different journeys to reflect not only the broad demographic that our content was targeting, but also the wide range of uses for which people use DriveNow.

The narrative was woven together with a shared theme: a single service bringing each of them closer to what matters most. With this, we achieved a transcendence of the concept of creating connections through relationships into that of staying connected in an urban setting through having physical mobility.

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