Blablacar - Le service, nouvelle killer app des marques innovantes. Support présenté dans le cadre de la conférence HUBDAY Future of Video & Digital Creativity du 2 juillet, organisée par le HUB Institute.

1. Multichannel Marketing
Romain Fau
Country Manager
France & Benelux
@BlaBlaCar_FR

2. 25€ 25€
100€
25€ 25€

3. Trusted
Community
Travel
Search
People Powered Travel

4. 20 M
15 M
10 M
5 M
2009 2010 2011 2012 2013 2014 2015
20 million
members in April 2015
A Fast Growing Community

5. ...in 19 Countries
NEW
IN 2015
India
Mexico
Eastern Europe
Hungary
Romania
Serbia
Croatia

6. 2013 2014 20152012
Online
Facebook
Twitter
Urban
Metro
Bus Stops
TV 1.0
TV 2.0
&
YouTube
+ + +
Evolving Marketing Channels

7. 2012: Static Online Only
Adwords

8. 2013: Added Offline - Urban

10. TV 1.0
11 weeks
3 formats (11”, 12”, 20”)
Driver & Passenger
Desktop: Jun-Jul
Mobile: Sept-Oct

11. Educate
Drive to Action
Brand Recognition

12. January February March April May June July August September October
TV Incremental Signup Calculations
Calc 2014
Un paid SU 2014
Unpaid SU 2013

13. TV Incremental Signup Calculations
Calc 2014
Un paid SU 2014
Unpaid SU 2013
January February March April May June July August September October

14. TV 2.0
2X 2014 Budget
Added Emotion
Mobile Only
Driver & Passenger
Price & Loneliness
6 sec sponsorships

15. Stay
for the
SHARING
80%
“more
affordable”
54%
“more
mobile”
97%
“Ridesharing makes for an
enjoyable ride”
Love
for the
FREEDOM
Join
for the
SAVING

16. Price
vs.
Loneliness

17. Real Time Analysis/Changes
Peak Threshold
Noise Floor
Exact Broadcast Time Number of Visits attributed

19. Thanks!
Follow us!
@BlaBlaCar_FR