Car sharing for everyone. Yes, even for those who swear it's not.
How do you make car sharing appealing to people who don’t see themselves in it at all? That was the challenge the City of Ghent brought to Superkraft. In several traditional, working-class neighbourhoods, car ownership is still seen as a status symbol — and shared mobility barely enters the conversation.
The challenge
For many residents, owning a car represents pride, independence and success. Car sharing, no matter how practical or cost-efficient, felt like something “for others.” To move forward, we needed to break that mindset.
Strategy
Since rational arguments weren’t cutting through, we switched gears. Time for emotion, playfulness and surprise.
Superkraft flipped the script by introducing tuned shared cars: bold, loud and impossible to ignore. A clear statement that car sharing truly belongs to every Ghent resident — every district, every age, every background.
The activation
Creative strategy
The campaign launched with PR that immediately sparked conversation. On social, we introduced a playful challenge:
“Spot the tuned shared car, share your photo and win a ride.”
Videos, stills and digital assets amplified visibility across the city.
Results
By tackling the stereotype head-on, we made car sharing a talking point in neighbourhoods where it rarely surfaced before. A bold, conversation-starting campaign that helped make shared mobility genuinely inclusive.