Multichannel Marketing

Romain Fau Country Manager France & Benelux

@BlaBlaCar_FR

25€ 25€

100€

25€ 25€

Trusted Community

Travel Search

People Powered Travel

20 M

15 M

10 M

5 M

2009 2010 2011 2012 2013 2014 2015

20 million members in April 2015

A Fast Growing Community

...in 19 Countries

NEW IN 2015

India Mexico

Eastern Europe Hungary Romania Serbia Croatia

2013 2014 2015 2012

Online Facebook

Twitter

Urban Metro

Bus Stops TV 1.0

TV 2.0 &

YouTube + + +

Evolving Marketing Channels

2012: Static Online Only

Adwords

2013: Added Offline - Urban

TV 1.0

11 weeks

3 formats (11”, 12”, 20”)

Driver & Passenger

Desktop: Jun-Jul

Mobile: Sept-Oct

Educate

Drive to Action

Brand Recognition

January February March April May June July August September October

TV Incremental Signup Calculations

Calc 2014

Un paid SU 2014

Unpaid SU 2013

TV Incremental Signup Calculations

Calc 2014

Un paid SU 2014

Unpaid SU 2013

January February March April May June July August September October

TV 2.0 2X 2014 Budget

Added Emotion

Mobile Only

Driver & Passenger

Price & Loneliness

6 sec sponsorships

Stay for the

SHARING

80% “more

affordable”

54% “more

mobile”

97% “Ridesharing makes for an

enjoyable ride”

Love for the

FREEDOM

Join for the

SAVING

Price vs. Loneliness

Real Time Analysis/Changes

Peak Threshold Noise Floor

Exact Broadcast Time Number of Visits attributed

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