Kiwi company Yoogo, known for its innovative approach to fleet management and leasing, was selected by Christchurch City Council to implement an unprecedented programme: the largest transition of combustion engines to 100% electric shared vehicles in the southern hemisphere.
Yoogo charged Anthem with developing a media relations plan to profile the launch of the electric car share service in Christchurch and drive awareness of the Yoogo rebrand. Yoogo’s market leadership in the use of GPS data to monitor fleet efficiency led to the strategic development of a car sharing model that demonstrated the company’s commitment to electric vehicles. The rebrand reflected Yoogo’s two core business streams: Yoogo Fleet, focused on fleet management and leasing; and the future-focused Yoogo Share, specialising in electric car sharing.
Anthem conducted a dynamic media relations programme that exceeded Yoogo’s expectations for exposure. National and regional coverage was achieved across print, radio and online media, from RNZ and Newstalk ZB to Stuff, nzherald.co.nz and CIO magazine.