LM Car
Role:
Marketing Campaign
Industry:
Rider
Duration:
22 weeks
LM Car is the first ride-hailing app in cambodia focusing on middle-high end sonsumer groups . LM Car is operating brand new vehicles, specializing in high-end hospitality , travel management, and mobile payments. LM Car put a great deal of emphasis on a good experience by ensuring the safty and confort of passengers. It has so far served over 500, 000 users and currently enjoys best travel service experience and highest safty rating in Cambodia. LM Cars operates on a 24/7 basis shifting between more than 100 brand-new vehicles - all owned by the company to ensure its quality standards.
LM Car, originally positioned as a taxi and car rental service, has encountered significant challenges due to misaligned brand management and communication. Many users perceive the app as a Chinese-owned car sales platform, which has led to confusion about its core services. Additionally, the app’s booking numbers fluctuate based on marketing efforts and promotions, showing inconsistent growth. The situation worsened during the COVID-19 pandemic, where safety concerns and a lack of trust resulted in a dramatic decline in bookings.
Key Points:
1. Misaligned Brand Communication
• Users misunderstand LM Car’s purpose, seeing it as a Chinese-owned car sales app rather than a taxi and car rental service due to unclear messaging.
2. Fluctuating Booking Numbers
• The app’s bookings are inconsistent, heavily dependent on marketing campaigns and special offers, leading to unstable growth.
3. Impact of the COVID-19 Pandemic
• During the pandemic, safety concerns and a decrease in trust led to a significant drop in bookings as users avoided shared transportation services.
4. Need for Rebranding and Clear Messaging
• To regain customer trust and stabilize bookings, LM Car must refine its brand positioning, ensuring that its key services as a taxi and car rental platform are communicated effectively.
Currently, LM Car is working with big8 team strategic branding and marketing focus on branding management and digital service including rebranding, digital and social media marketing, website development, Brand activation and Billboard. BIGEIGHT surely proud to bring LM Car grow and be better in the next 2 year.
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It's been such a pleasure for BIGEIGHT team had working with the team LM Car. The commonality that we share in our approach for human centric design and simplicity has made the entire process a smooth sailing.