Car Next Door Addresses Misconceptions Around Car Sharing In Social Media Campaign

Car Next Door Addresses Misconceptions Around Car Sharing In Social Media Campaign
SHARE
THIS



Car sharing platform Car Next Door has launched a surprise social media campaign highlighting the problems with renting a car.

The social media ad features a shady balaclava-covered man who appears to be making off with the car with the simple tagline: “Why you shouldn’t rent out your car”.

Car Next Door’s digital marketing manager Keal Wilson, who runs the Facebook advertising campaigns, said the ad is actually the most effective campaign ever for Car Next Door.

“It’s specifically designed to address the common misconceptions and untruths around car sharing,” he said.

“It has also been extensively tested and is the most effective follow up pieces of content, believe it or not. It’s a risky one for sure, but part of its success is addressing the fears people might have sharing their car.

“If someone has doubts or concerns about renting out their car, they’re going to have a very high chance of clicking on that article and that gives us an opportunity to dispel some of the myths and concerns.

“The retargeting ad is designed to be served to people who started a vehicle application but never got around to finishing it.”

Peer to peer car sharer Melissa Black said it was this ad that made her decide to rent her car out to neighbours on Car Next Door in the first place.

“The ad is really clever, it made me click on it and then addressed all of the objections I had in my mind before I agreed to sign up,” she said.

Meanwhile, Sam Paxinos, another car sharer, complained that while he liked the organisation, the main takeaway from the ad for him personally was a negative one.

“I think the content is excellent but the way it’s presented assumes a high level of cognitive processing,” Paxinos.

 

Please login with linkedin to comment

car next door car sharing

Latest News

The Key To Understanding Your Competitors
  • Opinion

The Key To Understanding Your Competitors

Suzzanne Laidlaw (pictured below) is an internationally accredited business coach, global leader in business planning and author of the new book, “What’s Your Plan?”. In this guest post, Laidlaw argues that examining your competitors might be just as important for post COVID-19 success as examining your own… The industries around you are always changing, new […]

Opinion

by B&T Magazine

B&T Magazine
George Savvides Appointed As SBS Chair
  • Media

George Savvides Appointed As SBS Chair

SBS has appointed George Savvides AM as the new SBS Chair, as announced by the Minister for Communications, Cyber Safety and the Arts for Communications, Paul Fletcher MP, today.  SBS Managing Director, James Taylor; said: “On behalf of the Board and SBS, I’d like to congratulate George on his appointment. Since being appointed as Deputy […]

Tasmanian Paper Rejigs Aussie Map, Moving Victoria Off The Mainland
  • Media

Tasmanian Paper Rejigs Aussie Map, Moving Victoria Off The Mainland

Tasmania’s Hobart-based Mercury has decided to rearrange the Australian map by moving itself onto the mainland and pushing Victoria off. As Victoria’s rise in COVID-19 cases continues, the Tassie newspaper decided to take matters into its own hands and physically banish the state, placing Tasmania between South Australia and NSW instead. Rivalry between Australian states […]

by B&T Magazine

B&T Magazine
QUT Launches Refreshed ‘Real World’ Campaign Via BCM
  • Campaigns

QUT Launches Refreshed ‘Real World’ Campaign Via BCM

QUT’s long-term partner BCM has developed brand and student recruitment campaigns for the university for the past 19 years, featuring real student stories about their QUT experiences and real-world success as graduates. But what makes this year different? To reflect QUT’s vision for 2020, BCM has revisited the ‘classic’ QUT graduate success story formula, but […]

Big Brother & Kargo Team Up In Market-First Branded Takeover Ad
  • Technology

Big Brother & Kargo Team Up In Market-First Branded Takeover Ad

To coincide with the launch of Seven’s Big Brother, creative performance company Kargo has announced the findings of its launch campaign for the program, utilizing the advertising industry’s only mobile, 100% share of voice Branded Takeover solution. Working with a variety of publishers, Channel 7 harnessed Kargo’s Branded Takeover campaign during promotion for the new […]

Stateside Sports Selects Emarsys For CDP Technology
  • Technology

Stateside Sports Selects Emarsys For CDP Technology

Stateside Sports, Australia’s home of United States sports lifestyle, has partnered with Emarsys, the only omnichannel customer engagement platform built to accelerate business outcomes, as it looks to double its customer database and retail presence within the next two years.