BRAND MESSAGE ANALYSIS
Targeting myth market:
- National ideology: technology has supported human to be more independent and more powerful at the same time. With Internet, everybody has access to the same knowledge from anywhere around the world. Rapid developing online social media and incrementing call of privacy have jointly contribute a phenomenon that people tend to live in a much more small off-line community. Negative, violent news and information easily spread out faster and catch attention, which results in more doubts and distrust. People are more skeptical towards others.
- Citizens identity projects: people (especially young people from 20-30) feel more lonely and lost in big cities. Millennial generation tend to travel more often, move to other parts of the world to study or work. They find it harder to connect and adapt to the local life or the new environment. Similar situations applied to people who are older but also need to travel often. They find themselves isolated in a world where everybody just looks at their smartphones and not talking to each other.
How do you get people to be more open and want to connect to people they do not know? How to get rid of the mental borderline in each other? How do you build trust in the society?
Proposed brand message:
BlaBlaCar is a trustworthy, efficient travelling service, a trusted community for people regardless of their background.