During the project, 3 campaigns have been implemented towards the target group of young people, mainly students, with an expected low demand for car use.
The first campaign was a broad campaign using traditional media as the electronic monitors in all buses and the big city posters in the bus shelters. The purpose of the campaign was to draw attention to the possibilities in car sharing scheme.
The second campaign was a minor newspaper based campaign informing of the new possibilities after relocating the car sharing locations. For the third campaign the sub-segment of computer geeks was selected, to test a new form of campaign, where the content was a competition requiring skills and an effort to participate. The competition was so hard that only a small number of the participants were supposed to find the solution – giving them a significant possibility to win one of the prizes. The purpose was that a great number of participants should spend a lot of time, trying to solve the puzzle, and thus be very much aware of car sharing. And that the puzzle should be so difficult that the target group would start sending it to each other – creating a viral marketing effect.
The campaign used a wide range of new media as the internet, a viral mail campaign and QR Codes.
To increase the possibility for success for the car sharing scheme, cars were relocated and more cars were added to the scheme. The numbers of car sharing location almost doubled and the car sharing locations were reallocated to the university and to the arrears were the young target group lived – mapped based on GIS analyses. Further a new, modern and intuitive internet based booking system was implemented.