Emov: building a brand from scratch

Yesterday half of my students in my Master in Management course at IE Business School, sat an exam using a mini-case I had prepared case in collaboration of Emov, the car-sharing company now operating in Madrid after Car2go set up here.

A joint venture between Groupe PSA and EYSA, Emov started in December of last year with 500 Citröen C-Zero electric cars and has experienced a meteoric growth since: more than 110,000 registered users, an average of more than one thousand registrations per day, supported by a fully online process and the possibility of using four-seater vehicles able to circulate outside the capital’s inner ring road. This is a vibrant market, with competitors of various types and formats, being developed in cities around the world.

The exam was, as is usual in my courses, via open computer. In addition to the mini-case and its links, backed by an Emov presentation, Fernando Izquierdo, CEO of Emov, appeared in class along with Carlos Blanco, marketing director and a former IE student, who answered questions for about twenty minutes, sharing details of all kinds, including advertising budgets, previous activities, the day-to-day operation of Emov, use and adoption patterns, customer profile, etc., all in a completely open manner.

With all that information to digest in an hour and a half, the students had to evaluate and design branding campaigns, customer acquisition and increased engagement using social media. Given that we’re talking here about limited budgets, practically all activities relied heavily on social media, which made the case very suitable for use in a course like this, entitled Social media and the customer.

Above all, this was an opportunity to put my students to the test with one of those cases that in addition to being completely and rigorously real, materialize before their eyes in the form of real people, who make real decisions and use real money. Hopefully, they will have been able to convert an exam into a learning opportunity and, who knows, even a reasonably memorable experience?

I have to say, I like my job more everyday :-)

(En español, aquí)