MOIA – Sharing sucks

VW Ride-pooling service MOIA openly declares that sharing sucks.

MOIA operates a ride-pooling service in Hamburg and Hanover. The vehicles were well used during peak hours – but during off-peak times, ridership dropped significantly. The brief was to change that.

The honest answer was that sharing isn't always easy. People know it, even if brands rarely admit it. I developed a communication platform built around that admission: "Sharing sucks" – a deliberately provocative, self-aware campaign that spoke to MOIA's audience without pretending. The platform gave the brand a genuine voice at exactly the moments it needed one most. Authentic, direct, and effective.