Jaime Rodríguez de Santiago @jaime_rdes

MKTefaJune 16th 2016

100€ 25€ 25€ 25€

100€ 25€

Travel Search

Trusted Community

People Powered

Travel

Over 30 million members and growing

NEW

● India

● Mexico

● Brazil

● CZ/SL

We are in

22 countries

THE

STORY

The story

BlaBlaCar was born one Christmas, when founder

Frédéric Mazzella, a student at Stanford, wanted to get

home to his family in the French countryside. He had no

car. The trains were full. The roads, too, were full of

people driving home, alone in their car. It occurred to

him that he should try and find one of the drivers going

his way and offer to share petrol costs in exchange for

use of an empty seat.

Fred imagined a new transport network built on people,

that could bring efficiency to road transport, solve

congestion problems, make travel affordable and social.

With a background in scientific research (he studied

physics and later worked at NASA) he saw the full

potential of a peer-to-peer transport network, and the

huge environmental and economic benefits of enabling a

more efficient use of existing resources.

Powering millions of city to city trips

Average trip is

190 Miles

60% are

weekend travels

Our community

1/3 of the

users are

-

students

between

18-25

29%of the community are

drivers offering rides

1%of

members

are Bla

The service attracts

everybody

Almost equal

proportion

BlaBla Index

of our members

The community

1/3 of the

users are

-

young

actives

25-35)

1/3 are

above

-

35

years

old

86%of

members

are BlaBla

13%of

members

are

BlaBlaBla

54%men

46%women

Why do people rideshare?

Flexible schedules, direct connections

Meet people, travel with locals

Convenience

Social

Cheaper for both passengers & drivers

Affordability

More efficient use of resources

Sustainability

MARKETING

AT BLABLACAR

AwareCollaborative

Economy

92%

High awareness in Spain!

AwareKnow

BlaBlaCar

89%

Source: IAB, Estudio Anual de Ecommerce

Source: internal, BlaBlaCar

Marketing depends on market maturity

Education Growth Scale Maturity?

Some day

• Get first matches

• Focus on main routes

• Get to a decent velocity

level by growing the

member base fast

• LTV & CAC comparison

not yet very relevant

• Focus on educational

messages + channels

• LTV & CAC comparison

drives decisions

• Scale service beyond

main routes

• Focus on activation of

members

• Focus on contextual

messages + channels

• Lower the CAC as

much as possible

• Focus on incremental

marketing

• Improve the product to

increase

matching & fill up rate

• Marketing messages

can be +

mainstream

Evolving marketing channels

2012 2013 2014 2015

ONLINE ONLY

FACEBOOK

URBAN

METRO & BUS

STOPS

TV 1.0 TV 2.0

& YOUTUBE

+ + +

2014: TV 1.0

https://www.youtube.com/watch?v=qithLm4E9iE&feature=youtu.be

2014: TV 1.0

Educate

Drive to action

Brand recognition

2015: TV 2.0

Added Emotion

Mobile Only

Driver & Passenger

2015: TV 2.0

Price

vs

Loneliness

2016: Older audiences

https://www.youtube.com/watch?v=lBGLMVPyuRI

2016: Reactive campaigns

https://www.youtube.com/watch?v=QcIROtB6x6Q

2016: Reactive campaigns

https://www.youtube.com/watch?v=OZ3z0Ku7xN8&feature=youtu.be

NO

TRUST

WHY DOES TRUST

MATTER?

NO

COLLABORATION

NO

ECONOMY

THINK OF PEOPLE

YOU TRUST

AND TAKES

TIME

TO BUILD

BILATERAL TRUST

IS LIMITED IN

REACH

Interpersonal trust

TRUST PROXIES

One-to-One One-to-Many

One-to-Many Many-to-Many

?

Trust Age

INTERPERSONAL TRUST

IS BEING DISRUPTED

IN REACH & TIME

DIGITAL TRUST GRIDS TO

INTERPERSONAL TRUST

=

THE PHONE TO HUMAN

COMMUNICATION

RECIPE FOR TRUST

D.R.E.A.M.S. FRAMEWORK

HOW MUCH TRUST IS THERE

IN THE BLABLACAR

COMMUNITY?

11 countries18 289

respondents

Rank from 0 to 5 the level of trust you have in….

Study based on 18 289 respondents in 11 countries

Percentage of respondents who ranked 4 or 5 out of 5 their level of trust in...

Study based on 18 289 respondents in 11 countries

Percentage of respondents who ranked 4 or 5 out of 5 their level of trust in...

Study based on 18 289 respondents in 11 countries

EFFECT OF THE BRAND?

Study based on 18 289 respondents in 11 countries

Percentage of respondents who ranked 4 or 5 out of 5 their level of trust in...

Dissociating the impacts of D.R.E.A.M.S. and

the BlaBlaCar brand on creating high levels of trust

AND ONCE TRUST IS

UNLEASHED….

https://www.youtube.com/watch?feature=share&v=nvYJ8G2T4XA

Thanks!