Carmoola
Helping Brits fall back in love with the road - one joyful ride at a time.
Background
With frustration over potholes, congestion, and rising costs, many Brits say driving isn’t fun anymore; our challenge was to reignite the nation’s love of driving.
Our approach
We commissioned fresh research to frame a clear problem - 32% of drivers no longer enjoy being behind the wheel, just 24% see it as an escape, 34% say it’s just A to B, and 1 in 10 have even nodded off from boredom - then set out to put joy back in the passenger seat… quite literally.
What we did
We launched the Joy Ride service, which consisted of a group of people named Joy - joyful by name and nature - who took over one of the UK’s most boring sounding streets, Mundania Road in East Dulwich, to inject some fun back into driving. The Joys joined real drivers on their daily routes, turning routine trips into uplifting experiences with dancing, chatting, singing, and snacks.
Impact & results
The campaign secured 30+ pieces of mainstream coverage across national, consumer, and social-first outlets - including The Sun, The Times, Reach, and IMJUSTBAIT. A dedicated bank of owned social content amplified engagement and was repurposed as media assets across press. Content from the Joy Ride service was shared across owned channels, generating more than 20k organic views.