6 clever shared mobility marketing campaigns we love
April 19, 2023
min. read
Thirty years ago, the car was king. A lot has changed since then, and people increasingly see the value in environmentally friendlier micro-mobility transit options. All you have to do is follow the money – by 2030, according to McKinsey, the shared mobility sector will have generated $1 trillion in spending.
All this means that micro-mobility is a serious business, and like all serious businesses, they have to think about marketing themselves. We've pulled together some of the most creative, fun, and effective shared mobility marketing campaigns out there. See what companies are doing, how they're addressing their audiences, and get inspired for your own campaigns.
Lime - break up with your ride
Mobility vehicles: electric scooters, e-bikes, e-mopeds
Campaign geography: US, UK, Germany
About the campaign:
Lime, a micromobility company present in 150 cities in 30 countries, launched their “Break up with your ride” campaign in the summer of 2022, offering car owners incentives up to $3,500 in value to stop using their cars for a certain amount of time and choose shared mobility options instead.
They highlighted several of the downsides of using cars – ranging from environmental factors to sitting in traffic – to convince the drivers of a need for a break. The subtext, while not explicitly states, was that shared mobility is better for the environment and also eliminates many headaches associated with car ownership.
Lime timed the campaign to coincide with Earth Day, and drivers were able to pledge a certain amount of time that they would go car-free. Participants were able to win Lime merch, gift cards, an electric bike, and Lime rides up to $3,500 in value.
Why we love it:
Many shared mobility users are already carless. That's why shared vehicles are an attractive service – it helps them get around. What makes this campaign particularly effective is that they're going after a new segment – car owners. By tying it to Earth Day and positioning the “breakup” as an environmental act of kindness, they're able to tap into car owners' altruism and concern for the environment, rather than trying to sell them on shared mobility. Thus, the use of Lime's e-vehicles is seen as simply a nice side effect – a win-win for both.
Fun fact:
This campaign has proven to be so successful, that we’re seeing the same concept applied by other micromobility services like Bolt’s “Break up to break free” campaign.
Bolt - the first scooter for cats
Mobility vehicles: e-scooters, ride-hailing, car sharing
Campaign geography: global
About the campaign:
The branding team at Bolt, the Estonian-based micromobility service, saw a recurring trend – of street cats enjoying relaxing on their scooters' base (many photos being shared by Bolt users), which is black and warms up under the sun. They jumped on the observation, and put together a cardboard scratching post that looks just like a bolt scooter, complete with scratch pads and comfy cushions for optimal feline lounging.
The process was documented and shared on social channels – ranging from a series of photos on Linkedin to a video on TikTok. The posts have generated considerable engagement, the Linkedin post has over 2,000 responses and the TikTok has over 291,000 views – currently their most viewed video on their platform (the average views being around 5-6k). Their post includes a post scriptum message and link to a local Estonian animal shelter with cats looking for new homes.
Why we love it:
It's just a bit of good fun! Who doesn't love a wholesome campaign that has no explicit sales or profit motives, and with fun photos of cats, no less.
This is a masterful use of client-generated content (the cat photos), and the fun of going the extra mile, constructing a cat scratching post. The inclusion of a CTA (call to action) to support the local animal shelter gives the fun post a deeper, socially responsible message, and by repurposing the content for various social platforms they're able to spread their message to their users and demonstrate their brand values as well.
Uber - Keep Ukraine Moving
Mobility vehicles: ride-hailing
Campaign geography: global
About the campaign:
In response to Russia's invasion of Ukraine, a country in which Uber was present, Ukrainian Uber drivers started to use the app to help evacuate citizens in need. Uber stepped up to support these initiatives – opening up the platform for global donations to buy much-needed ambulances, and Uber itself committed to match donations up to $1M.
Within the scope of the campaign, Ukrainian filmmaker Oleg Tomin documented some of the drivers making the perilous journeys to evacuate stranded Ukrainians, and published the series on Youtube.
The results of the campaign include over 100,000 trips and $5M in donations from global Uber users. Uber is involved in transporting key support personnel and transporting, evacuating, and conserving artwork and archives.
Why we love it:
While micromobility businesses are just that – businesses – Uber demonstrated leadership in a time of crisis, mobilizing their resources in order to support Ukrainians in times of need and generating support using their global platform.
Transportation is undeniably a part of critical infrastructure, and Uber was able to play a major role in making sure that their systems, which were already in place could be made use of. While the campaign was not profit-driven, it showed the brand's humanity, a value that likely won't be forgotten by many who have been impacted by the war in Ukraine.
Turo - Find your drive
Mobility vehicles: car sharing
Geography: USA, UK, Australia
About the campaign:
Turo's “Find Your Drive” campaign highlights the unique pairing between person and car, matching a car's colour and “vibe” with a correspondingly dressed individual. The subtext communicates that your choice of vehicle is a direct embodiment of a person's style. Turo, which lets users choose from various vehicles (including fun, funky, and exclusive models), is saying that there is something that will suit everyone.
Why we love it:
The campaign is clever in its simplicity – no massive production budgets were required to convey the main message, which in this case is that whatever your personality and preference, there will be a car for hire that you’ll love.
These images could be repurposed for a variety of platforms, ranging from billboards to online content. The diversity in people photographed ensured that the campaign spoke to a diverse array of people, thus accessing a wider audience.
Lime - sh*tty scooters
Mobility vehicles: electric scooters, e-bikes, e-mopeds
Campaign geography: London, Paris
About the campaign:
While electric scooter use is on the rise, they remain a point of contention in some cities more than in others. To address this concern, Lime created a series of print adverts showcasing some of the main negative opinions regarding electric scooters, with some of the posters reading “Sh*tty scooters!”, “Scooters really p*ss me off” and “These scooters are such a f*cking pain”.
The goal was to show the community that they were listening and that they were doing something to discourage bad behaviour, while also hoping to educate the public, their users, on respectful scooter use in the city.
Why we love it:
This campaign is eye-catching and makes waves thanks to its shock-value. More than that, it is also a simple yet highly effective way to address the concerns of society-at-large, while also subconsciously teaching their riders about scooter etiquette.
Felyx mopeds – #felyxgreenfavorites and #felyxhotspots
Mobility vehicles: e-mopeds
Campaign geography: Rotterdam
About the campaign:
Felyx, an e-moped sharing platform present in The Netherlands and Belgium, launched a social media campaign making use of hashtags to showcase the places you can go with Felyx mopeds. Two hashtag campaigns have been launched, one being #FelyxGreenFavorites, the other #Felyxhotspots.
They hosted photoshoots to create a series of images demonstrating interesting destinations within a moped’s ride, as well as different ways to live a greener lifestyle by using Felyx mopeds – from enjoying nature to visiting plant shops.
Why we love it:
The social campaign simultaneously gives people ideas as to how to use the mopeds, and by combining it with environmental messages, they increase eco-conscious individuals’ likelihood of remembering to choose Felyx over other mobility options. By providing a variety of destinations, they’re able to get their users’ creative juices flowing, and thus boosting demand for their services. What’s more is that this is an incredibly simple campaign to execute, and provides social media content – something your brand requires anyway.
Shared mobility marketing campaigns can be as unique as your brand
These examples show us that there are no rules when it comes to shared mobility marketing campaigns. Simple is often impactful, and the campaigns don't always have to be profit-driven. You can use your campaigns to promote your brand values and personality, thus attracting clients that are on the same wavelength. In the end, they'll become your most loyal customers.
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Blog
Who does carsharing better – OEMs or start-ups?
🚗📉 Why do big car brands struggle in carsharing while independent startups thrive? OEMs like Volvo and SEAT have shut down, but new players like Kia are stepping in with smarter strategies. Meanwhile, independent operators like GreenMobility are scaling fast. 🔍 What’s the secret to success in carsharing? It’s all about adaptability, cost control, and tech partnerships.
February 7, 2025
min. read
Who does carsharing better – OEMs or start-ups?
The carsharing industry is at a crossroads. Once hailed as the future of urban mobility, it has seen a mix of success and failure, with some players thriving and others closing shop. So we ask: why do some carsharing ventures fail while others continue to grow? And more importantly, what does it take to run a sustainable and profitable carsharing business in today’s competitive landscape?
Recent developments have been telling. Two OEM-backed carsharing ventures have recently shut down, while independent operators continue to expand, and a new entrant – Kia – has just launched its own service. This article takes you into the challenges, key success factors, and the evolving role of technology in the industry.
OEMs vs. startups: What's the difference?
Before diving into specific cases, it’s important to clarify what OEMs (Original Equipment Manufacturers) are and how they differ from startups. OEMs are traditional car manufacturers – companies like Kia, Volvo, or Ford – that primarily produce and sell vehicles under their brand names. Some OEMs have expanded into mobility services, including carsharing, but often struggle because their main focus remains on car sales.
In contrast, startups and independent operators like GreenMobility are built from the ground up as mobility service providers. They don’t manufacture cars but instead focus entirely on the carsharing experience, optimizing operations, technology, and customer service. This difference in core focus often determines success or failure in the carsharing industry.
OEM carsharing ventures
Automakers have long recognized the potential of carsharing as a way to diversify revenue streams, enhance brand loyalty, and explore new mobility business models. However, history has shown that simply putting cars on the streets and creating an app isn’t enough to make carsharing work.
Several OEM-backed carsharing services have struggled to maintain profitability. Volvo’s Volvo On Demand recently announced its closure as part of a broader strategy to optimize costs. Similarly, SEAT ceased operations at the end of 2024 due to declining demand and rising operational costs (€31 million total losses, with €11 million lost in 2023 alone, against a turnover of €16 million).
The challenges OEMs face in carsharing stem from several factors:
- High operational costs: Fleet management, maintenance, insurance, and parking fees add up quickly.
- Consumer behavior: Unlike leasing, carsharing requires a behavioral shift from users, who must plan trips around vehicle availability.
- Integration challenges: Traditional automakers are structured around car sales, not service-based mobility solutions. This makes it difficult to operate carsharing efficiently.
However, these closures don’t necessarily mean that carsharing itself is an unsustainable model. Instead, they highlight the need for a different approach – one that independent players are executing more effectively.
New entrants and independent operators
While OEM carsharing ventures struggle, independent operators like GreenMobility are experiencing growth. Unlike traditional automakers, these companies are built from the ground up as mobility service providers, allowing them to operate more efficiently.
GreenMobility’s growth can be attributed to:
- A laser focus on carsharing: Unlike OEMs, which juggle multiple business lines, independent companies dedicate their entire strategy to optimizing the carsharing experience.
- Smart cost control: Leveraging technology for fleet management and maintenance allows them to run lean operations.
- Strategic market selection: Choosing the right cities with high demand and favorable regulatory environments plays a huge role in their success.
By leveraging a digital-first approach, these companies are able to optimize vehicle utilization, reduce operational costs, and offer a seamless user experience—something OEMs often struggle to achieve.
Does KIA’s entry in carsharing bring new hopes?
Amidst the shifting landscape, Kia has entered the carsharing market with its new service, Hyr & Dela. Unlike previous OEM carsharing attempts, Kia's model focuses on businesses rather than individual consumers. This service allows companies to rent vehicles on a monthly basis and share them among employees, partners, or customers via a digital platform.
Why does this approach make sense?
- Higher vehicle utilization: By targeting businesses, Kia ensures that its vehicles are in use more frequently than traditional consumer-focused carsharing models.
- Fleet management efficiency: A B2B-focused model allows for easier scheduling, tracking, and maintenance planning.
- Electric vehicle (EV) adoption: Kia’s service aligns with the growing trend of businesses adopting EVs for sustainability goals.
If executed well, Kia’s corporate-focused carsharing model could prove to be a sustainable business approach, avoiding many of the pitfalls that plagued previous OEM carsharing attempts.
5 lessons we have learned from this
So, what can current and future carsharing ventures learn from these experiences?
1. Adaptability is key
Rigid business models and a lack of flexibility are major roadblocks to success. Carsharing services need to be highly adaptable, leveraging data to adjust pricing, fleet locations, and service offerings dynamically.
2. Cost management determines longevity
Carsharing is a capital-intensive business. Operators need to optimize fleet efficiency, reduce downtime, and control maintenance and insurance costs. This is where independent operators often outperform OEMs, as they are more agile in managing expenses.
3. Technology is a game-changer
A carsharing platform is only as good as its technology. Companies partnering with mobility tech providers like ATOM Mobility can benefit from advanced booking systems, automated fleet management, and data-driven decision-making—key elements for a seamless and cost-effective service.
4. Market selection matters
Choosing the right city or region for carsharing is crucial. Factors like public transportation integration, parking regulations, and urban population density can make or break a carsharing business.
5. OEMs need a service-oriented mindset
Carsharing is not just about providing access to vehicles—it’s about service excellence, convenience, and user experience. For OEMs to succeed, they need to rethink their approach and adopt a more customer-centric mindset.
The future of carsharing
The carsharing industry is at an inflection point. While some OEM-backed services have faced hurdles, independent operators like GreenMobility and strategic initiatives like Kia’s Hyr & Dela show that success is still possible with the right approach. The key lies in adaptability, cost control, technology integration, and market focus.
As the industry continues to evolve, Kia’s entry into corporate carsharing is an exciting development. With a smart strategy and strong execution, they have the potential to carve out a successful niche in the market.
We’ll be keeping an eye on Kia’s progress and, in the meantime, wishing them the best of luck in their new venture. Let’s hope they are here to stay!
Blog
How to find your niche in the competitive ride-hail market: real-world examples of businesses that resonate
💡Want to break into the ride-hail market but don know what’s your angle and how to make yourself visible in an already packed field? Check out how InDrive, BLACWOLF, and COMIN found their unique angles to thrive in a competitive space! 🚗
December 18, 2024
min. read
The ride-hail market is crowded, fiercely competitive, and often dominated by household names like Uber and Bolt. But don’t let the giants fool you into thinking there’s no place for you. With some creative thinking and a unique angle, you can get on the road quite quickly. The secret? Finding the one thing that sets you apart from others. Let’s explore how some notable players (both veterans and newcomers) have done just that.
InDrive: A pioneer in price negotiation
🔹 Over 200M downloads, active in 700+ cities across 45+ countries
🔹 Unique feature: Set your price - Riders offer a fare, and drivers can accept or negotiate!
🔹 Drivers pay no commission, just a small monthly subscription, giving them better earnings.
🔹 Unique market entry: Initially free usage for drivers (no commission, no subscription).
Before we discuss the latest players, let’s revisit InDrive, a company that entered the market years ago with an approach that sounds almost too simple to work – offer your price.
The idea is straightforward. Instead of accepting a fixed fare, riders suggest how much they’re willing to pay. Drivers, in turn, can accept, counter, or reject the offer. It’s a dynamic that mirrors haggling at a bazaar but digitized for the modern commuter.
This model resonated. Riders felt empowered, and drivers appreciated the flexibility, especially in sensitive markets where fair pricing is a concern. InDrive rapidly scaled across emerging markets like Latin America, Russia, and Southeast Asia, regions where affordability and negotiation are cultural norms.
The takeaway here? InDrive’s “offer your price” model wasn’t just a fun gimmick, but a solution tailored to specific markets and demographics, offering fair rides to anyone who needs it. If you’re entering the ride-hail space, ask yourself: what unique cultural or social nuance can you leverage to disrupt the market in the region?
BLACWOLF: The armed and ready approach
🔹 Unique feature: Focus on rider security with armed & trained drivers 🛡️
🔹 Launched in Atlanta (2023), now expanding across Arizona, Florida, Georgia, Tennessee, and soon Houston, Austin, and Dallas!
🔹 Over 300K downloads in just 1.5 years.
Now, let’s fast-forward to the present and head to the U.S., where BLACWOLF has entered the scene (launched in Atlanta, 2023), now expanding across Arizona, Florida, Georgia, Tennessee, and soon Houston, Austin, and Dallaswith an eyebrow-raising twist: drivers who carry firearms.
BLACWOLF was launched in response to concerns over driver and passenger safety. Their USP (unique selling proposition) is ensuring peace of mind through armed drivers. As their slogan says, “We didn't reinvent ride-hailing; we just made it safer.”
As controversial as it sounds, it’s resonating in specific markets like Houston, where personal security is a priority for many.
This approach has gained traction, especially among passengers who prioritize safety or feel underserved by existing ride-hail platforms. Of course, it’s not without its challenges. Regulatory hurdles and liability concerns spring to mind; however, BLACWOLF is scaling rapidly, proving that a polarizing angle can still be a winning one.
Don’t shy away from bold ideas that cater to real pain points. Whether it’s safety, convenience, or cost, identifying an underserved need can help you stand out in a crowded market.
COMIN: France’s bid-for-ride disruptor
🔹 Unique features: Offering a fair 10% commission and Set your price feature (similar to inDrive).
🔹 Quickly onboarded 6,000 drivers, capturing 15% of the market in record time.
Over in Europe, a fresh player called COMIN is shaking things up in France. This newcomer has onboarded 6,000 drivers, taking 15% of the French market almost overnight, a feat that’s turning heads across the industry.
COMIN’s secret sauce? A bidding system that allows passengers to submit offers for rides, giving drivers the choice to accept or negotiate. Yes, it’s like InDrive, but with a hyper-local twist tailored to France’s market dynamics.
To fuel their growth, they’ve also raised €300,000 in seed funding from Station F, Europe’s largest startup incubator. By focusing on one market and perfecting their model, COMIN has avoided doing too much at once—proof that a focused approach often trumps trying to be everything to everyone.
For aspiring ride-hail entrepreneurs, COMIN serves as a case study in starting small but thinking big. Specializing in one region or demographic before expanding can help you gain traction and refine your offering.
The ride-hail market may look like a fortress, but even the strongest walls have cracks. With creativity, boldness, and the right platform to support your vision, there’s no reason you can’t break through and thrive. Are you ready?
How ATOM Mobility can help
So, you’ve got your groundbreaking idea. What’s next? To turn your vision into a reality, you’ll need a robust platform to build on—and that’s where ATOM Mobility comes in.
ATOM provides a ready-made platform for entrepreneurs looking to launch ride-hailing or mobility services. With customizable tools, seamless integrations, and scalable tech, ATOM lets you focus on your unique value proposition while we handle the backend.
Ready to make your mark in the ride-hail world? Join ATOM Mobility today and start your journey!
Driver App demo credentials - Email: test@atom.com, Password: driver
