Marketing agencies support Park Now's European campaign

25 October 2019 Consultancy.eu

Park Now Group, the parent behind parking apps Park Now (Germany, France, Austria and Switzerland), RingGo (UK) and Parkmobile and Park-line (Netherlands), has launched a new European brand and campaign. The branding work was delivered in collaboration with agencies Accenture Interactive, Bonkers United, Mobile Professionals, Wavemaker and Version Affairs.

With some 20 million customers in 1,000-plus cities, Park Now Group has grown into one of Europe’s leading parking app providers. The company, which is a subsidiary of Your Now, a global joint venture between automotive giants BMW and Daimler, serves its clients throughout Europe from offices in Diemen (Amsterdam), Berlin, Versailles, Basingstoke and Berchem. 

In a bid to ramp up its brand awareness, backed by beefed up financials following a large capital injection by BMW and Daimler, Park Now Group has developed a new brand strategy. The objective is clear: “to become the top of mind parking app” among car drivers in the markets it is active in, said Masha Kodden, Chief Marketing Officer of the firm.Marketing agencies support Park Now's European campaign“As a tech scale-up, we are taking major steps with our smart parking solutions. We see many opportunities to accelerate our position as number 1 parking app. That is why we are opting for a European campaign that supports both our brand and performance objectives.”

#appiness

In the new campaign, drivers are shown how hassle free it can be to use a parking app. Kodden elaborated: “As we focus on making cities cleaner, healthier and more liveable, we emphasise to our (potential) users the feeling that it all works: parking with just one click, and only for the time that  is actually parked. We call that: #appiness.” 

The brand and campaign strategy and the advertising execution was supported by a range of external agencies. Accenture Interactive, the creative arm of consulting and technology giant Accenture, was tapped to lead the creative and digital delivery work. “Accenture Interactive speaks our language when it comes to creation, digital and technology, and has an international focus. That combination appeals to us and so the choice was not difficult for us,” said Kodden.

Accenture Interactive’s team was led by Executive Creative Director Martijn van Marle, and further consisted of Gijs de Bruijn, Lidewij Baneke and Peter van Rij. 

Production was managed by Eric Smit from Version Affairs, and Bram Schouw from Bonkers United. Daan Bukman supported cinematography, while Tim Markestein and Dominiek van Esse (from Mobile Professionals) and Charlotte Goddard and Maria Izquierdo Bernal (from Wavemaker) were tapped as media- and content partners.


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