BMW Group has worked with creative agency The Corner on the launch campaign for car sharing service Live Now DriveNow which has arrived in London.
In order to raise awareness of the service a fleet of BMW minis will drive through London carrying car-toppers highlighting the various leisure pursuits on offer throughout the capital.
“Car sharing has really begun to capture London’s imagination. Londoners live life on the go, don’t plan ahead and live in the moment,” explained Joseph Seal-Driver, UK head of DriveNow.
“DriveNow is the spontaneous car-sharing service they have been waiting for. The new Live Now DriveNow campaign that The Corner has created will give the category new cultural credibility.”
The campaign offers Londoners the chance to win 100 free DriveNow minutes by taking a photo of one of the seven different car-toppers and uploading it to Facebook.
Neil Simpson, founding partner from The Corner, commented: “There have always been barriers to other car sharing services but DriveNow removes more than any I’ve previously seen. We’ve tried to build in elements of the freedom felt by customers into the campaign and branding we’ve put together for the team.”
Already up and running in locations such as Berlin, Munich, Dusseldorf, Cologne, Hamburg, Vienna and San Francisco, DriveNow officially launched in London at the beginning of the week.