DriveNow is a car sharing service from BMW Group and the car rental company Sixt. With DriveNow’s latest 300 BMW and MINI models, you will get around Stockholm quickly, cheaply and flexible. You can find the nearest car with our app and at the end of your journey, simply leave the car wherever you want within the business area.
In order to get Stockholmers to share cars with each other, we launched the company's biggest outdoor campaign to date – "Haffa en bil”. We wanted more people to discover DriveNow’s cool, fun and luxurious BMWs and MINIs and see it as the easiest way to have a car in the city, without having to worry about all the hard work associated with car owners.
Previously, DriveNow has marketed itself on digital platforms and through social media. Now we wanted to reach a broader audience and reach out to all the Stockholmers coming back from their holidays. The campaign reached nearly four million Stockholmers and could be seen on 100 strategically located adshels on Stockholm’s streets, squares, shopping malls, close to public transport and mostly, in Stockholm's subway.