car2go is the world’s leading car sharing service. Over 3 million members in more than 30 cities worldwide are daily users of the free floating Mercedes-Benz and Smart cars. However, compared to other major digital services, car2go was missing one important ingredient: A community spirit. This spirit is not only important in creating an emotional attachment to the brand but also helps the services day to day functioning. Without the community spirit, members have no incentive to treat the cars well and keep them clean for the next driver. They simply don't care. Our objective was to activate people to become not only a car2go driver but a member of a wider community, based on the values of sharing.

Using data in the form of numbers and percentages often goes over people's heads and does not produce an emotional response which really gets people involved and interested. By gathering the data of real people and bringing them face to face with each other, it really enhanced the creative output by peaking people's interest and allowing them to interact with both the product and each other. Furthermore, the documentary style photos which were taken at the meetings were used for global OOH campaigns in all 26 car2go cities

We gathered the data of individuals who had driven the same car in the past 7

days. Using the data, we brought these people together. The data served as an important tool to bring these people face to face with each other, taking away the anonymity of the drivers and giving an incentive to look after the cars and have more of an emotional attachment to the brand.

Since starting the #OurCar Project, the car2go social media community has grown by 15% and car2go gained over 900,000 new members. The project helped enhance the user experience because it created a community who were more committed to look after the cars and spread the spirit of sharing.