COUP expands its fleet in Berlin

Finally independent on the streets with eScooter sharing

COUP brings pleasure into
urban traffic

Task

Half the number of wheels, double the amount of fun!

Sharing instead of owning – how we choose to get to places within big cities is an important question of today’s society. Collective consumerism plays a key role here. The Robert Bosch GmbH offers one solution to the problem – with the idea  “fast, safe, and without emissions” in mind, the company starts its own eScooter sharing service named COUP in August 2016. With the beginning of spring in 2017 – the motorcycle season for all – we assumed responsibility for communicating the fleet’s expansion to 1.000 vehicles. And successfully, we place our key message in a market that is dominated by car-sharing companies.

Strategy

Show, Don´t tell: Influencers roll through berlin

We don’t just want to talk about the advantages the eScooter has over cars – we want to show them. In order to demonstrate how fast and quiet the COUP scooter glides through the city, we invite influencers from Berlin’s lifestyle and start-up scene alike to go for a test drive. Tanzekind, Finding Berlin, Dandy Diary, and other homegrown influencers from Berlin test the eScooter and talk about their experience. During the Berlin Press Days, we additionally place COUP eScooters at our front door to invite guests for a test drive. Naturally, we ensure that subsequent regional media coverage coincides with the availability of the eScooter in Berlin.

results

the media loves coup

More than 800 clippings since February 2017 and a positive brand image overall. That is what we achieved through the selection of appropriate influencers and a close cooperation with the client. As part of our continuing work, we provide press information and targeted messages for the media at important public events such as the Formel E and the Tech Open Air.

Communication Services and Industry Knowledge

Our fields of expertise

For COUP, we assumed responsibility for media- as well as influencer-relations and consult the client in matters of crisis communication. We offer similar services in the food and beverage, telecommunication, sports and entertainment, as well as fashion industry for clients such as Ramazzotti, Telekom, Groupon or Keds.

Michael Hetzinger

+49 30 34 996 443