Solution

If you want to be heard “differently and elsewhere,” you also have to speak a different language. That’s why we found surprising storylines, identified diverse use cases, gave a previously anonymous brand a concrete face, and completely reframed the entire discussion—for a much wider audience.

Milestones on the road to mainstream success? Giving the brand more emotion, relating to important trends that were obvious for HoppyGo (e.g., sustainability), and educating the media and the public about important concepts. For example, the difference between p2p (i.e., peer-to-peer sharing) and minute-by-minute carsharing.

In order to change the reach, it was first necessary to adjust the scope and content. That is, the topics that HoppyGo talks about and relates to. One of the changes we worked on from the beginning was to sow the topic of car sharing into the economic media. It's not just about travel, but also about attractive financial results. Given that the company was showing stable growth and good financial results, the doors to the economic and business media were open – so we moved towards them thematically as well.

The second significant shift was to frame HoppyGo as a sophisticated service with benefits for both drivers and car owners. With the help of Brainz Disruptive and their redesign of the entire website and service, HoppyGo got rid of the last echoes evoking a "car dealership." The focus of the brand's perception has successfully shifted to the social dimension of the sharing phenomenon. We emphasized carsharing and sustainability, as well as the cost of purchasing a new car and the impact of inflation.

HoppyGo: Enyaq Coupé RS iV

With the shift towards economic topics, the tone became somewhat more serious, but there was also active participation in conferences (Smart Business), success in competitions (Deloitte Fast 50), and professional workshops/seminars (Business Shaker CzechInvest).

In addition to economic and social entities, HoppyGo also became more involved in the popular and controversial topic of electromobility, which was reflected, for example, in its participation in the Electromobility Forum conference.

All these topics and shifts really opened the doors to the mainstream media. In 2022, HoppyGo had outputs in all seven media houses with nationwide reach – in many of them repeatedly. Česká televize broadcast a report, two articles were published by E15 magazine, and Czech Media Invest and Blesk pro ženy also published articles. Within the Mafra media group, articles appeared in Lidové noviny and an interview was published in MF Dnes. We did an exclusive interview for Seznam.cz & Borgis on Stream and in the daily newspaper Právo. Vltava Labe Press published four articles in Deník. As part of Economia, we did an exclusive interview for Hospodářské noviny, appeared on the Trendspotting podcast and in an advertorial in HN and Ekonom, and agreed with Central European Media Enterprises to participate in Snídaně s Novou.

These media appearances were accompanied by attractive paid advertising in Forbes and Heroine magazines, as well as for Economia, but most of the reach was organic. In addition, HoppyGo is gradually expanding into "non-traditional" media formats such as influencers and podcasts.

Konference Ženy auta půjčují

These changes were accompanied by more significant brand personalization and content presented with a distinct voice of its own.

In interviews with national media, Robin Švaříček was given the opportunity to present himself as a CEO with a clear vision, leading HoppyGo towards expansion and the transfer of know-how. Radka Jenka Šubířová, who speaks for HoppyGo as marketing director and as the voice of the Women Rent Cars campaign, has also received considerable media attention.

This socially oriented campaign to support women in difficult situations, as well as women drivers and entrepreneurs, has been very well received, as has the follow-up event Women and Mobility. Radka Jenka Šubířová has given interviews to magazines such as Innovation and Heroine.