Brief
Shake Krakow, reach out to the whole Poland
1st of October marked the start of Traficar in Kraków. This system, allowing to rent cars as easily as urban bicycles was introduced by the company Express. Traficar is a service which is part of the concept called car sharing that, despite its presence in over a thousand cities around the world, almost hadn’t existed in the awareness of Polish consumers.
Our task was to communicate the introduction of this new service on Polish market. The challenge was the fact that the service was launched and available only in Krakow. What we needed was not the interest of the local media, but contrary to that – the widest possible reach. The target group was therefore not only the potential users of the services and journalists based in Krakow, but the national media, business partners and officials of the largest cities in Poland.
Solutions
The meeting in Warsaw
Although Traficar was launched in Krakow, we decided to organize the conference announcing its operating in Warsaw. The meeting was hosted by Marcin Prokop – the journalist strongly associated with automotive programs for many years. To achieve the objectives set we decided to divide the meeting into two parts: the first was the conference presenting the service and the partners involved in its creation and the second was the debate, to which we had invited the experts in sharing economy as well as specialists in innovative transportation solutions in Poland. The issues raised up related not only to the world of automotive industry and new technologies, but also social, economic and ecological aspects. What is important- Krakow is a city at war with one of the highest concentrations of smog and Traficar is seen as a way of lowering it.
Traficar cars were made available for the guests on the spot, enabling immediate testing the cars as well as the app and the service.
Result
Over 100 publications within 24 hours
More than 80 people, including representatives of the cities, business partners and journalists from the general and automotive media attended the conference.
The conference, very well received by the guests, opened a broad discussion about the idea of car sharing in Poland and aroused great interest the general conception of sharing economy. Within 24 hours after the event over 100 publications with a total equivalent of advertising a value of more than 115 000 PLN appeared in the media (TV, newspapers, the Internet and social media)
One month after the conference, there were already more than 450 publications, including more than 20 on TV (Polsat News, TVN Turbo, WTK), several radio materials (e.g. PR3, PR1) and about 400 publications online – general information, local, automotive and technology media.