In Pictures: BMW launches DriveNow car sharing in London

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Creative agency The Corner created the Live Now DriveNow campaign for the London launch of BMW's car sharing service yesterday (4 December).

Yesterday's launch event took place at M&C Motors in Dalston, with lifestyle and music blogger Zoe London crowd-sourcing a DJ playlist throughout the day. Vlogging was taken care of by MTV’s Darren Kennedy in the lead up to the event and on the night. Food was provided by Molly Bakes.

To further raise awarenes of the launch, a fleet of BMW minis will be seen driving through London carrying car-toppers, including a smashed guitar, aubergine and briefcase until 14 December. The car toppers highlight the various leisure pursuits on offer throughout the capital, which DriveNow aims to allow users to take advantage of.

DriveNow will run a competition to win 100 free minutes in conjunction with the stunt. Entrants will be encouraged to take a photo of one of the seven different car-toppers and upload to Facebook as each day one winner will be selected.

Little White Lies, the online cinema resource, has also created a map of movies that have been shot in the participating boroughs of Islington, Haringey and Hackney. Other boroughs are set to take part in 2015.

Joseph Seal-Driver, UK head of DriveNow, said: "Car sharing has really begun to capture London’s imagination. The new Live Now DriveNow campaign that The Corner have created will give the category new cultural credibility."

Neil Simpson, founding partner from The Corner, added: "There have always been barriers to other car sharing services but DriveNow removes more than any I’ve previously seen. We’ve tried to build in elements of the freedom felt by customers into the campaign and branding we’ve put together for the team." 

The service, which first started in 2011 in association with leasing company Sixt, is charged by the mile and uses a ‘drop anywhere’ service, meaning that consumers have more flexibility when parking. DriveNow already has more than 350,000 customers globally across seven locations, including Berlin, Munich, Cologne, Hamburg, Vienna and San Francisco.

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