Turo

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.

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.