Page 42 - TAM Review 2019

Best Use of Innovation

The Power of TV, with the ability to target regionally.

Brand: GoCar

With car sharing services being a relatively new concept in the

Irish market GoCar wanted to raise awareness and understanding

of how their business model works, while also increasing sign-ups

to their service. As an affordable alternative to car ownership, and
therefore in competition with all modes of transport (from private

cars, to buses to the Luas), GoCar were being significantly outspent

by the competition. As a result, GoCar had to think smartly about
how to reach the right audience with the right message. They

needed to grab a share of attention, and outsmart, not outspend

the competition.

GoCar knew that TV would be the most effective channel to 9

drive awareness. However, as they only needed to target Dublin 1

justifying a national TV campaign would be difficult. Following
a strategy meeting with Open Communications, the Adsmart

platform was identified as the perfect solution, offering the power

of TV with the ability to target regionally. GoCar produced a 30”
creative illustrating the ease as which customers can book, unlock

and drive away in a GoCar. The campaign aired for 6 weeks during Review 20

the summer of 2018, running alongside online search and social
media activity to sustain momentum.

Adsmart enjoyed amazing results across brand and business

metrics.

42