Company: 5WPR
Company Description: 5WPR is a full-service PR agency in NYC with more than 250 professionals serving clients in B2C (Beauty & Fashion), Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, Nonprofit), B2B (Corporate Communications and Reputation Management), Public Affairs, Crisis Communications and Digital Marketing (Social Media, Influencer, Paid Media, SEO).
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - New Product or Service Launch
 Nomination Title: 5WPR x inDrive
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
N/A
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
March 2023.
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 4 words used.
inDrive case study attached.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 83 words used.
-InDrive, a rapidly expanding global rideshare service, is renowned for its unique peer-to-peer pricing model that empowers drivers and riders to mutually agree on ride fares.
-The company holds a coveted unicorn status, with a valuation of $1.23 billion, and currently boasts an extensive operational footprint in over 655 cities across 48 countries worldwide, excluding the United States.
-In the spring of 2023, InDrive sought a strategic partnership with 5W to facilitate a successful entry into its first U.S. market—South Florida.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 177 words used.
-In collaboration with InDrive's international communications teams and additional PR agencies, 5W engaged in a three-month intensive preparation period leading up to the launch.
-5W assumed a multifaceted role in this endeavor, encompassing:
·Ideation and execution of on-the-ground launch initiatives.
·Tailoring the company's international messaging to resonate with American press and audiences.
·Equipping InDrive's new hires in the U.S. with comprehensive media training.
·Formulating a meticulously planned media strategy designed to foster increased app downloads among consumers and attract prospective gig-economy workers to join the InDrive driver network.
-Swerving to avoid obstacles unique to South Florida's competitive market:
•July is the most popular time to visit Florida – Psych!
•Competitive market with Uber, Lyft, Didi, Ola, but limited media reach
•inDrive entered the market with no drivers or on the ground employees to recruit
•Navigated a tricky situation with The Miami Herald regarding exclusivity
•Lack of familiarity of negotiating price models
•Former Russian ties and previous failed launch in NYC created messaging roadblocks
•New spokespeople, no access to CEO or other executives and competitive international agency
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 185 words used.
Drop off Destination: Success City
SOLUTIONS AND RESULTS
•Developed Q&A framework to assist with introduction to U.S. market.
•Expanded media coverage from local to national based on unique pricing model.
•Navigated exclusivity with The Miami Herald to successfully see all opportunities to publish.
•Capitalized on company’s unicorn status and high valuation to bolster their presence in the market.
•Leveraged the team’s bilingual abilities to engage with outlets targeting key Latin American market.
•Highlighted increased earning potential for drivers compared to Uber, Lyft, and others.
•Placements secured in national top-tiers, local broadcast, online outlets, and print publications - FOX Business, The Miami Herald, Thrillist, TechCrunch, Refresh Miami, South Florida Business Journal, and Telemundo Miami.
Success Proof Points:
•Since the FL launch in July, inDrive has seen more than 10K repeat customers.
•Price negotiation time down to 10.8 seconds per ride.
•inDrive’s South Florida market currently has thousands of drivers on a waitlist to join its gig economy.
•inDrive helped 2,000 people using Miami International Airport save money by avoiding surge pricing through fare negotiations.
•281 million unique impressions were achieved through media coverage.
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