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Desription
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Integrated marketing communications campaign in order to tackle the challenge of a parking app Barking, the elements of which were traditional media relations, social media support and advertising. Since we had 0-budget, we had to find an innovative way to get the attention of media. As the app connects drivers with anyone who has a space going spare we put the focus on public sector, e. g a government which owns some of the best parking lots in the city centre. As a bonus, the parking lots remain empty on the weekends and after working hours. We calculated how much the government would earn if they would start to cooperate with Barking and it was 1 million euros in two years’ time. We focused our campaign on the idea how the government doesn´t use the opportunity to earn easy money.
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