Sharing Sucks

Hamburg and Hanover’s ride-pooling service MOIA has established itself as a great and reliable alternative to riding a private vehicle through city traffic. Yet, there were certain hours during in which the MOIA vehicles were underutilized. To fill all MOIAs within these hours, VML decided to create a new communication platform for MOIA which allowed the brand to dial up their tone of voice and address the individual needs of their target group on a more authentic and honest level.

Challenge

MOIA is an established mobility service in Hamburg and Hanover. How can we create new excitement around using the service beyond the usual times in the day?

Inspiration

Due to the boom of the sharing economy and the influence of culture people are ought to like and enjoy all kind of sharing as something purely positive. But is all kind of sharing created equal?

Idea

SHARING SUCKS. The launch campaign for our communication platform ‘How sharing works’ highlights all the annoying aspects of sharing and educates the broader public in Hamburg and Hanover on the fact that there way to share without the feeling of sacrifice or loss – a good side of sharing.

Growth

Right after the launch, the campaign showed a significant rise in engagement and booking numbers. The campaign was extended to a special Christmas edition to increase MOIA usage during the festive season.