B2C Lifestyle
The ambassador
When: Nights out, events, the airport, medical trips and moments without a driving licence.
Message: Freedom and safety: arrive anywhere in style and without worries, even after a drink.
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Get Driven Communication plan Segmentation
One brand, five segments, relevant all year round
Get Driven appeals to very different people. We gave each segment its own story and built it into an always-on annual calendar across more than ten channels.
Plan 5 segments · 12 months · 10+ channels
- Client
- Get Driven
- Sector
- Mobility
- Role
- Segmentation & communication plan
- Scope
- 5 segments × 12 months
One message for everyone works for no one
A partygoer who wants to get home safely, a CEO optimizing their agenda and a fleet manager sending vehicles for inspection: they use the same service, but for completely different reasons.
That is why we did not build a generic campaign, but a segment-driven communication plan in which every audience hears its own story all year round.
The five segments
A distinct angle for every audience
B2B Corporate Lifestyle
The C-level executive
When: A packed agenda, business meetings and representation.
Message: Time is precious: work and relax in the back seat, arrive looking sharp.
B2B Fleet
The fleet manager
When: Maintenance, inspections, tyre changes and covering for staff on leave.
Message: Cost savings and flexibility: get vehicles moved without burdening your team.
B2B Corporate Fleet
Fleet management at scale
When: Large fleets with recurring logistics needs.
Message: Tailored and hassle-free: one partner for your whole fleet, set up to scale.
B2B Corporate Events
The event organizer
When: Corporate events, guest and VIP transport.
Message: Seamless logistics: every guest on time and in style, while you keep the overview.
Every message, in three layers
Do not start with the channel, but with the person and the moment. That keeps every message relevant.
01
The segment
Who
We start with the person: you do not address a partygoer, a CEO or a fleet manager in the same way.
02
The moment
When & why
Each segment has its own triggers throughout the year: a festival, an inspection, a year-end party or a holiday period.
03
The channel
Where
Only then do we choose the channel: search, social, blog, podcast, trade fair or partnership. The message drives the choice, not the other way around.
The annual calendar
Always-on, driven by the seasons
We linked every segment to the moments when it really counts, so the communication never goes quiet and always lands on time.
Q1 Jan, Feb, Mar
- New Year & resolutions
- Don’t Drink & Drive
- Valentine’s Day & Tournée Minérale
- Spring events (GW, E3, RVV)
Q2 Apr, May, Jun
- Easter & spring break
- Start of festival season
- Knokke Hippique
- Airport & long weekends
Q3 Jul, Aug, Sep
- Summer, festivals & BBQ
- Holidays & airport transfers
- Olympic Games
- Back to school
Q4 Oct, Nov, Dec
- Zoute Grand Prix & Oktoberfest
- Black Friday
- Year-end gifts
- Christmas, New Year & BOB
The channel mix
One story, wherever the audience is
Paid advertising
- Google Search (airport, DDD)
- Display & video
- LinkedIn Paid
- Instagram & Facebook Paid
Organic social
- Instagram & Facebook
- YouTube & GD Podcast
Website & content
- Problem-solving blogs
- Testimonials per theme
- Product pages
Newsletter
- Themed editions per segment and moment
Trade fairs & events
- BRAFA & Art Brussels
- Zoute Grand Prix
- Knokke Art Fair
- InterClassics
Media & PR
- Own podcast
- Guest podcasts
- Print (Forbes, Trends, De Tijd)
- Radio
POS & merch
- Branded merchandise
- Video business cards
- Loyalty kits (travel, hangover)
Partnerships
- High-end hospitality & wine
- Luxury brands & dealers
- Coaches & authors
An example
One moment, the full mix
Take “Don’t Drink & Drive” during the year-end period. The same moment activates the entire channel mix, tailored every time.
Search
Tapping into searches like “getting home safely on New Year’s Eve”.
Social
A “party in style, get home safe” campaign on Instagram and Facebook.
Blog & newsletter
An edition on the value of safe transport during the holidays.
Media & PR
Riding along with the BOB designated-driver campaign and the police check period.
POS
A hangover kit as a thank-you for those who let themselves be driven.
Partnerships
Restaurants and party venues offer Get Driven as a safe ride home.
Relevant at the right moment, for the right person
Always relevant
Every segment hears its own story, no noise.
No wasted spend
Budget goes to the right moment and the right channel.
A brand that sticks
Consistently present all year round, which builds recognition.
Read more
→ Get Driven: from customer journey to growth roadmap
Does your brand speak to multiple audiences?
We map your segments and build a communication plan that stays relevant all year round. Contact Tanguy.