Urbi offers an app, that collects the offers of many car and bike sharing companies in one application. For the national launch of the app, awareness had to be created by a mix of classic and online PR. At the same time the offer had to be positioned and the users had to be motivated to download the app.
For this task, the team of SMART PR decided for a strategic, partial introduction in phases, built upon each other:
- Firstly, PR measures were pointed to app media, in order to encourage the motivation for downloading the app
- then business- and daily media ware targeted to ensure relevance and future proof
- finally the focus was placed on consumer media in order to keep the users interested in the offer long-term.
The online PR measures have ensured that the app, its functions and its competitive positioning to the urban traveler (from student to business traveler) for every interested and potential user along the entire buyer’s journey has remained present and was launched with high credibility in the market.
Also the PR measures lead to the 3rd place win of the show-your-app awards for the best apps and to participation in congresses to the topic shared mobility.