Title	THE CAR2GO CAMEO
Brand	CAR2GO GROUP GMBH
Product/Service	CAR2GO CARSHARING
Category	A02. Applied Innovation
Entrant	TBWA\GERMANY Düsseldorf, GERMANY
Idea Creation	TBWA\GERMANY Düsseldorf, GERMANY
PR	DO IT! Düsseldorf, GERMANY
Production	THE MARMALADE POST Dusseldorf, GERMANY

Name	Company	Position
Christian Mommertz	TBWA Dussseldorf	CCO
Michael Manke	TBWA Dusseldorf	Creative Director
Frank Olma	TBWA Dusseldorf	Creative Director
Georg Schütte	TBWA Dusseldorf	Creative Director
Jennifer Signon	TBWA Dusseldorf	Art Director

The Campaign

The evaluation of user behaviour data showed that tourists, travellers and city dwellers have two things in common: 1. The usage of Google Maps and it’s respective photo galleries for orientation in the city jungle and to gather information about their points of interest. 2. They are a main target for carsharing services. In order to introduce it’s new Mercedes Benz fleet Car2Go flooded the picture gallery of Google maps with 4000 photos of their new cars parked in front of the 4000 most googled locations in Berlin - turning world’s location finder #1 into an online car showroom of 800 square kilometres. To increase customer loyalty and gain new registrations from then on customers could upload pictures of their booked cars by themselves – to receive free driving minutes in return.

Creative Execution

Uploaded on Google Maps 4000 photos showcased the new car2go models placed in front of Berlin’s 4000 most googled locations. By hijacking Google Maps car2go overnight turned Germany’s capital into a virtual car showroom of 800 square kilometres. With the utilization of an everyday online application used by a modern urban target group, Germany’s carsharing service #1 skyrocketed with 300 clicks on average per photo within the first 48 hours and in total 1.2 million, to the position of the carsharing provider with the most views. From the moment on when customers started to upload their own car portraits to receive free driving minutes in return there was no way to avoid car2go.

Each of the 4000 first photos achieved 300 clicks on average within the first 48 hours, in total 1.2 Million. Direct contacts that skyrocketed Germany’s carsharing service No.1 to the position of the carsharing provider with the most views. Without a single cent of media budget the new Car2go fleet not just raised awareness overnight. From the moment on when customers started to upload pictures of their booked cars to receive free driving minutes in return, bookings raised by 11% and new registrations by 8%.

To showcase its new fleet, increase customer loyalty and gain new registrations, Car2Go used a media that had never been used as a media before: Google Maps. Hijacking the picture galleries of Google Maps as a platform for guerrilla-marketing was a most disruptive innovation in marketing: By turning world’s location finder #1 into an online car showroom of 800 square kilometres. With 0 Cent media-budget. And a hit rate of 100%. From the moment on customers themselves started uploading pictures of their booked car to receive driving-minutes in return, the promotion “Car2Go Cameo” nonchalantly became a cascading, user-generated awareness campaign.