In its beta form, SchoolPool was an unknown brand. The primary target, college students, needed to be persuaded to try something new. They also needed to be convinced of carpooling’s benefits. There were not a lot of reasons to carpool to and from campus, so the campaign needed to incentivize students to step out of their comfort zones.
Advertising efforts focused on appealing to the target audience at large. Messages highlighted the basic features of the application and the benefits of using it. The goal was to get consumers interested in the company and to download the app.