- Focus the campaign on an event targeted young people "Le Tour de France de BlaBlaCar": 4 official brand's cars and their drivers/ambassadors giving people who are going to the same place as them a ride. Each city of the journey is depending about festivals and summer events.
- Social media planning with IG and FB account for the brand and each drivers, and a Youtube channel for the brand following all drivers' adventures.
- Creation of the hashtag #tourdefranceblablacar to get the possibility for all BlaBlaCar's drivers to talk about the brand on their social medias and to contest for a year free
RESULTS
- With BlaBlaCar, travel and discover France and its culture
PROMESSE
- Position BlaBlaCar and carpool as the main travel way for young people (18-25)
OBJECTIVE
- Campaign creation on social media on summer time which is an important period
NEEDS
BlaBlaCar is a French carpooling platform, leader in the world with more than 90 million users in over 20 countries. It has been connecting drivers and passengers since 2004. With an easy-to-use platform, BlaBlaCar's name emphasizes its human aspect, allowing travelers to meet and exchange ideas.
BLABLACAR
Advertising
ROBIN
- is a camping expert and a real Pink Floyd fan
- IG & FB :
@robin_blablacar
AMINATA
- is a regular at the Angoulem festival and loves karaoke
- IG & FB :
@asma_blablacar
MEDHI
- practices street art and is a fan of the FC Nantes club
- IG & FB :
@medhi_blablacar
ALICE
- is an illustrator and loves listening to the sound of cicadas
- IG & FB :
@alice_blablacar
- the ambassadors represent the target and its hobbies
- presentation of the hobbies to put forward the brand's values which are the human & the exchange
4 DRIVERS AS AMBASSADORS
OF THE BRAND
LIST OF CITIES IN ASSOCIATION
WITH FESTIVALS & SUMMER EVENTS
- a hashtag to easily identify the brand
- use of the hashtag on social networks to communicate about your BlaBlaCar trips and to try to win the contest among users
#tourdefranceblablacar
- End of the operation and announcement of the winners
STEP 3
- Launch of the operation with the first city
- Participation in the contest
6 variant cities
STEP 2
- Announcement of the event, the contest and the launch date
STEP 1
PLANNING SCHEDULE
IG & FB account for each ambassador
- content specific to each ambassador, their trips and their passengers
IG and FB account of the brand:
- any content, both related to the operation and other content
The presence of the brand with stands on the cultural events concerned
Billboard & press campaign
A BlaBlaCar Youtube channel to follow the adventures of each ambassador
Social media: Instagram & Facebook accounts for the brand and the ambassadors
MEDIA PLANNING
