Online ride sharing community BlaBlaCar is launching a promotional campaign through Radio Airtime Media, working to promote the service across the UK. Radio spots will begin airing on June 3rd, running for 4 weeks across the stations Capital Manchester, Capital Yorkshire, Kiss Bristol and Kerrang Birmingham.
BlaBlaCar is a web and mobile platform connecting drivers with empty seats to people travelling the same way. BlaBlaCar is creating a brand new transport network across Europe. It has 600,000 passengers travelling each month and 3 million registered members across ten European countries where the service is available. Drivers and passengers receive ratings from each other after travelling together, building trust within the community. User profiles are verified and even allow members to rate their level of in car chattiness from a pensive ‘Bla’ to a talkative ‘BlaBlaBla’.
Two 30-second adverts will run on the selected stations, both designed to guide listeners to the BlaBlaCar website in order to save on fuel costs. The first of the two begins with the question “How did Jimmy travel from Durham to London without paying a penny?” with the second adopting the style of a mock news bulletin reporting increasing fuel costs for motorists. Both commercials then continue to explain the concept behind BlaBlaCar. The adverts also inform listeners of a fuel competition running simultaneously. The competition gives listeners the opportunity to win £500 worth of fuel when offering their empty seats for an upcoming journey on BlaBlaCar. Listeners are encouraged to visit the competition’s landing page, BlaBlaCar.com/fuel.
Radio Airtime Media operate a high quality and dedicated team of specialists, who are equipped to fulfil the marketing objectives set by BlaBlaCar. The expansive coverage created from the selected stations will guarantee brand exposure through the UK, increasing awareness for BlaBlaCar.
Audiences of the Capital, Kiss and Kerrang networks are heavily located within the 15 – 34 age bracket, meaning that BlaBlaCar are accessing a demographic that is more likely to require their services.