Campaign Overview
Turo, the world’s largest carsharing marketplace, aimed to expand its operations into the Australian market, see the country as the “perfect storm” of:
Income
Tourism
Culture
Language
Geography
As well being a good early adopter market for tech companies.
SWOT
Strengths
Economies of scale
Organisational maturity
Opportunities
Strategic partnership with Uber
Weaknesses
Lack of experience with Australian market
No local talent
Threats
Incumbent local competition
Partnership Objectives
Turo was in a perfect position to rapidly expand in Australia.
But they wanted to establish credibility by using what Tim Rossanis (MD) states as a “uniquely Australian tone” of marketing that would resonate with local audiences.
This was one of their primary task that Day One and the First Cheque team was engaged to support.
Sponsored Shows
Results
Day One offered Turo our First Cheque podcast hosted by Maxine Minter and Cheryl Mack, providing a Silver 6-month campaign (ex. cross-network promotion). Turo’s brand was promoted across a network size of 30,000.
Impressions
116510
Ad Listens
5229
Engagement %
6.04
CTR %
3.63
