Wigo carsharing, previously known as Share Now in Hungary, rebranded in 2023 October to carve out a unique identity in the competitive Hungarian carsharing market. As wigo carsharing’s digital agency, Mito Performance primary responsibility was to launch a dynamic ad campaign that could support the new brand and migrate existing users.
- Client
- Wigo
- Capability
- Brand & comms strategy · Paid media
- Industry
- Travel
Objectives
- Migrate the existing Share Now customer base to the new wigo carsharing service.
- Build brand awareness for wigo and position it as a leading carsharing brand.
- Ensure that the number of daily drives meets or exceeds the utilization of the Share Now service during the same period YoY.
Current Situation
After the rebranding wigo carsharing wanted to increase significant growth in daily drives which created an urgent need for a quick and effective solution. To address this, the client decided to launch a special birthday promotion.
We received the brief on short notice, and the challenge was to set up a campaign targeting different audiences, each requiring distinct messaging. Setting up these ads manually would have been time-consuming and prone to errors, so we needed to find a different solution.
Our Solution
Our primary objective was to boost daily drives for wigo carsharing during the birthday weekend promotion, offering 50% off on all drives. With daily drives not meeting expectations, it was crucial to develop a strategy that would be executed rapidly and effectively.
The introduction of a dynamic ad campaign became crucial to meet these goals.
As a first step, we set up a dynamic ad system that allowed us to run and test thousands of different messages + creative versions for the birthday promotion in a tenth of the time compared to manual ad creation. This solution also allowed us to execute a complete campaign setup from creative plan to campaign launch in a few working days instead of weeks.
Collaborating with our partner, POMS, we could seamlessly integrate the new promotional messages into our campaigns, which not only saved time but also ensured that the campaign was launched flawlessly and on schedule.
Results
Leveraging the dynamic ad solution described above, we successfully planned and launched wigo carsharing birthday promotion in under five working days.
This approach reduced creative production costs to about one-tenth of what a manual setup would have required.
During our three-day weekend promotion, the average daily drives increased by 57% compared to previous weeks. Thanks to these efforts, we also managed to boost the migration metric by 59%. This metric tracks individuals who previously downloaded the Share Now app but had not yet registered with the wigo app, reflecting our success in converting these valuable users.
This strategic effort significantly improved wigo carsharing’s performance, highlighting the effectiveness of our dynamic ad campaign in achieving key business objectives.
Conclusion
This project provided important insights into wigo carsharing audience and their responsiveness to promotions. The target audience reacted strongly to the birthday promotion, leading to a significant increase in daily drives.
This insight suggests that similar short-term promotions are an effective strategy in the future, allowing us to quickly boost the main KPIs.
Thanks to the dynamic ad solution, we can now plan and execute similar promotions rapidly in the future and we can quickly respond to both market fluctuations and evolving customer needs.
Mito Performance did take any obstacles with clear communication including the possible delays on the project. They put significant focus on short deadlines and prioritized based on the shared business needs.
Gábor Halász
Marketing Manager, wigo carsharing
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