ZITY

In June 2022, Zity brought its free-floating car sharing service to Milan, introducing a fleet of 450 full-electric Dacia Spring vehicles to cover the entire urban area. The Milanese capital is the fourth location activated by the French-Spanish car sharing company, which was created in 2017 through a joint venture between Mobilize and the Ferrovial infrastructure group. To date it also operates in Paris, Lyon and Madrid.

We curated the launch of the service by designing the communication strategy and managing media planning through a dual presence on offline and online channels, with objectives of brand awareness, lead acquisition and conversion:

• The OOH campaign was designed with two flights covering the periods of summer and back-to-work, with dynamic media activities, a widespread presence on billboards across the territory and a disruptive event;
• The digital strategy involved assets on multiple layers, covering different elements of the funnel: display banners, social channels, and Apple and Android app stores were the main touchpoints involved in the campaign plan;
• Influencers were engaged with the aim of providing valuable endorsement for the service, publishing multiple elements of content in line with the campaign’s TOV.