Taurus helps Splend lead the way as rideshare drivers turn to electric vehicles
Pioneering Vehicle Financing Platform
Taurus launched a major communications strategy for Splend, a vehicle financing platform for rideshare drivers, as the enthusiasm for electric vehicles (EVs) started to grow along with the push for a greener planet.
Splend was founded in 2015 and offers a flexible alternative to traditional car finance for on-demand drivers. They are pioneering the rideshare subscription industry by offering an increasing amount of EV models to their members. Their vision is to lead rideshare to a more sustainable future and deliver more affordable car subscriptions to on-demand drivers.
Taurus was given the task of building the company’s brand awareness and creditability as well as raising the personal brand of CEO, Chris King to reinforce his role as a future industry leader and spokesperson.
Taurus Bullseye™ methodology used to create the campaign strategy
Strategic Communications Development
The communications strategy was developed using the highly acclaimed Taurus Bullseye™ methodology that allowed us to define business and communication objectives, guide Splend on their strategy, create key messages and a strategic and targeted media relations campaign. Taurus created multiple media releases on company announcements and partnerships, supported copywriting, thought leadership, industry commentary, media interviews and ad-hoc media projects and drove the Government agenda.
Establishing Splend market credibility
The aim was to secure PR coverage to build the company’s market credibility that created a ‘nodding head’ reaction when the Splend name is heard. Taurus:
- Promoted and created brand awareness of the Splend brand
- Educated the market on the brand’s product and technical expertise, including achieving mainline broadcast coverage and engaging with the appropriate Government department
- Positioned Splend as an authority by ensuring it is ‘top of mind’ among key target media and the respective audiences
- Established a media office in order to track and leverage relevant editorial opportunities on an ongoing basis
Widespread media coverage across Australia
The PR campaign achieved significant levels of coverage across Australia including Sydney, Melbourne, Brisbane, Gold Coast, Canberra, Adelaide and Perth. Within 14 months, Taurus secured 216 pieces of media coverage across mainline channels, as well as business, technology, consumer, auto, sustainability, and government publications.
Media coverage achieved for Splend included features in
- The Australian Financial Review
- The Daily Telegraph
- The Driven
- News.com.au
- SmartCompany
- Carsales EV Podcast
- and more
The Communications effort was supercharged with a government relations campaign
High-Level Government Engagement
Making strategic introductions from the Taurus network, we managed to engage Splend in a Government campaign where CEO Chris King, walked side by side with Federal Minister for Climate Change and Energy, Chris Bowen into the largest EV media event placed right outside Parliament House in Canberra with over 50 journalists and camera crews in attendance.
The Clean Energy Finance Corporation (CEFC) announced $12m funding to Splend for an additional 500 EVs for Uber drivers and other ride-share services.
During this announcement, Taurus arranged for Splend’s EVs to be displayed outside Parliament House and a speaking opportunity for CEO, Chris King, alongside Minister Bowen and other dignitaries.
For this campaign, we exceeded KPIs, securing 166 opportunities, reaching an audience of approx. 193,183,018 across mainline, local, business, tech, sustainability, auto and government media.
“It’s time Australian households and businesses are able to reap the benefits of transport that is cheaper to run and delivers lower emissions – and the Albanese Government is putting the wheels in motion on our electric vehicle future.”
– Chris Bowen, Climate Change and Energy Minister
Opening doors with new partnerships
Splend became an integral part of the movement to encourage greater use of electric cars. The importance of EV’s became particularly relevant as ride share vehicles spend much larger periods of time on the road compared to the average driver.
Taurus was also able to facilitate relationships between Splend in a variety of campaigns with UBER and their CEO in Australia, CEFC, Amazon, the Commonwealth and NSW Governments as well as Jet Charge. In addition, introductions to key networks via The Cook Society and the Taurus One O’Clock Club events.
What Taurus did for Splend
- Developed a communications strategy using the Taurus Bullseye™ Methodology
- Event management and liaison with key industry bodies
- Taurus Government©
- PR and media relations
- Established, maintained and improved the relationship between the Splend brand and target audiences
- Significant widespread media coverage across Australia
- Promoted future leadership/spokesperson role of CEO
- Key messaging
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