CHALLENGES
Founded in 2013 in Estonia by Markus Villig at just 18, in just over 5 years Bolt (formerly Taxify) has become Uber’s main challenger in Europe and English-speaking Africa. As Europe’s leading unicorn in the passenger transport sector, Bolt now wishes to accelerate its development in France, where it has been operating since the end of 2017. In a market where successive regulations have constrained the scope of its drivers’ profession and strengthened competition, Bolt wishes to concentrate its base of customers and drivers on its core business of VTCs, support the diversification of its activities and better control an ever-changing legislative framework.
APPROACH
- Reflecting on the positioning and geographical location of Bolt’s communications strategy
- Defining a public affairs strategy aimed at promoting Bolt as a partner for local and national authorities in the definition of regulations affecting the mobility sector
- Implementing a media relations strategy to develop Bolt’s reputation and image among its drivers and clients, as well as creating trust around the service in an ultra-competitive environment
RESULTS
- A voice for Bolt in the media, alongside Uber and Kapten, historical players in this market: 55 published articles in 2019
- The integration of Bolt’s stance into the Mobility Orientation Act and the regulation on electric scooters
- A positive image among public decision-makers, journalists and influencers