Episode 6 – From Zero to Launch: Montreal Carsharing

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Vulog is launching Leo Carsharing, a brand-new carsharing service in Montreal! We are teaming up with a local dealership group to bring Montrealers a smarter, more convenient way to get around. We want to bring you along for the ride with an exclusive, first-of-its-kind series that takes you behind the scenes to show what it really takes to build a successful carsharing service from the ground up.

Last week, we formally introduced Leo Carsharing to the world, revealing the stylish brand, logo, and vehicles! Let’s take a closer look at the decisions behind the branding and how we’re ensuring the Leo brand resonates with the broader Montreal community and attracts its first customers.

Building and Marketing the Leo Brand

When we started brainstorming what kind of design we wanted, we knew we wanted to develop a brand that evoked the feeling of fun and joy, as well as being memorable. We discussed how the Leo name was chosen because of its simplicity, recognizability, and ease of pronunciation – whether someone is an anglophone or francophone. It stood to reason then, that the logo should also be simple, recognizable, and memorable. 

The design process enlisted the efforts of students from two schools including Montreal’s own Dawson College to help with the design process. The result is a logo that strikes a balance between visibility and a clean and chic design –  the perfect look whether you’re driving to a casual get together or to a business meeting. The purple and blue colors chosen are super vibrant on the cars, and helps make them pop on a crowded street. Additionally, we created a more toned-down color palette for the digital logo so that the bright color wouldn’t be too hard on the eyes. 

The Color difference between the app and the vehicles balances visibility and legibility

From Building Interest to Taking Action

We spoke with Leo’s Marketing Manager Anais Boyer-Lafreniere to gauge how much interest there has been since the first official announcements were released in the past few weeks, and she said things couldn’t be going better. “The phone is ringing off the hook!” she shared. Following local news stories and interviews, the buzz has been building as many in the city are interested in what Leo has to offer: creating more options for Montreal’s carsharing users and growing an environment of healthy competition. “Seeing all the cars on the street was what I was most excited about.” said Anais, “It was a long process, but it felt so rewarding to see them all out in public with the Leo branding. And it’s great to see so many people already interested.” 

Generating interest from our initial announcement is a great sign, but how does that continue beyond the news stories and humble blog posts? Once again, it all comes down to registration! We want to get as many people pre-registered as possible, in order to have ample time to process and review applications to give users the green light as soon as possible, as well as to show people how easy it is to use the Leo app. 

Users who complete preregistration will receive 30 free minutes of driving, and 15% off the first month. And let’s be honest, who doesn’t want the chance to drive around in a new car?

How to keep people coming back?

When it comes to building loyalty, Anais is confident that once a user takes a Leo car out for a spin, they’ll be back. “I think the main thing [that will bring people back] is the ease of the app. Our prices are transparent, the number of options are clear, and bookings are easy.” It’s a recipe for success that Leo plans to combine with future perks and local partnerships to keep Montrealers engaged with the service. 

Leo is also launching its own marketing and communications on its own website, as well as Instagram, Facebook, and eventually TikTok to reach and engage with Montreal’s shared mobility community, creating their own Leo community in the process. 

Leo Carsharing’s marketing is already building its brand on social media with posts like these, showcasing the company’s fun, local, and youthful side.

Next Time on From Zero to Launch: Montreal Carsharing 

We will see what it takes to get the final pieces in place before launch day. From applying hundreds of logos by hand, to revisiting parking and weather challenges, we will address the seemingly minor steps on the Leo ‘to do’ list that are nevertheless crucial to a successful start.

Be sure to subscribe to our limited-time newsletter to stay up to date with all of the inside information as we get closer to the launch!

Past episodes of From Zero to Launch: Montreal Carsharing: 

Episode 1: The one where they figure out how to launch a carsharing service in just 8 months

Episode 2: The one where they put the “car” in “carsharing”

Episode 3: The one where they build their dream team

Episode 4: The one where they take on risk

Episode 5: The one where they finally say the name of the company