Case Study
MOBILITY, SUSTAINABILITY & LOGISTICS PR
Hitting the roads with ONO, the Pedal Assisted Transporter for cleaner air and less traffic
Photo: Kristina Nabieva, Editing: Lukas Schmitz
The results
14
MONTHS
20+
Clippings
3
MARKETS
The brief
Less traffic and cleaner air: That’s the promise behind ONO. The Pedal Assisted Transporter (PAT) is an emissions-free and weather-protected vehicle developed to first focus on intracity logistics and the CEP industry. With its smart design it can easily replace the volume capacity of a conventional delivery vehicle.
When ONO approached us the company behind this new kind of cargobike was close to finishing its second generation of prototypes - and looking on how to promote those and the soon to start pilot projects with logistic partners. ONO did not have to have to look far: The Berlin based startup found its PR partner in Laika where we have extensive experience with logistics and sustainability topics.
The campaign
To successfully introduce the second generation of the ONO prototype together with its pilot projects with Hermes and Liefery, we initially chose three European key markets to communicate this new category of vehicle: Germany, France and UK.
As a first step together with the client, we organised ONO’s presence during Viva Technology 2019 in Paris where we setup media interviews, met the mayor of Paris, Anne Hidalgo along with several other key stakeholders.
Back in Berlin, Laika organised a product photoshoot for ONO’s new prototypes together with our in-house photographer Julia Murray and external photographer Kristina Nabieva. ONO’s and Laika’s strong focus on high quality images to demonstrate the great design of the ONO cargobike later on assured that the media had a variety of visuals to pick from. Furthermore, the high quality of this photoshoot put ONO up to the standards of the German automotive industry, where they strategically wanted to establish themselves.
Equipped with great visuals, Laika then drafted a pan-European narrative for a press release distribution in DACH, France and the UK which triggered media interest and coverage in all three regions. Highlights of the coverage included a test ride by the best selling European newspaper BILD, whose editor took the ONO on a ride as well as Tagesspiegel who discussed the pro and cons of cargobikes in a mobility special.
Ramping up to ONO’s upcoming Series A, and mass production starting in 2020 the Laika team is currently focusing on building a strong throughout leadership positioning for the ONO founding team by supporting them with commentary and by-line articles. We are also organising ONO test rides throughout Germany to demonstrate the advantages of ONO for citizens and drivers alike.
Furthermore, we are currently working on a series of PR stunts and data stories to keep up the momentum. So keep your eyes peeled for the first ONO on streets near you!
“Working with Laika was a refreshing experience. They are professional and also fun to work with. I think they understand the workings of startups culture and can quickly react and execute, which was very important to us. They overachieved our expectations, especially considering the short time working together, enabling us to get national and international coverage in Germany, the UK and France. Would highly recommend getting in touch with them for pleasant, efficient and simplified approach to PR.”
Beres SEELBACH, Co-Founder & ceo ONO Mobility
Selected Media
Thank you, ONO!
It’s a pleasure to trailblaze emission-free transportation with you!