DriveNow Finland


  • Market research
  • Go-to-market
  • Growth strategy
  • Growth operations
  • Growth team building

DriveNow is a car-sharing service by BMW operating in 11 countries before Helsinki. It connects the physical and digital mobility experience for people to get from A to B in a smart way.

Embassy of Design worked together with DriveNow and OP for bringing the service to a market successfully. We built a multi-talented growth team generating sustainable growth.

001 Growth Strategy

Building the growth model

We built the growth model hypotheses by first defining the problem/solution -fit for Helsinki. By identifying segments and their characteristics, we’d develop use cases along with matching value propositions.

Although we had an emphasis on user acquisition during the launch, the real value of the service revolves around user activity and retention. To build on activity beyond acquisition, we’d go on creating growth loops around meaningful interactions. We encouraged habit building by keeping the spark alive with continuous activations all the way from the first drive experience to becoming an advocate in the DriveNow community.

002 Launch

Commercial launch

The DriveNow launch campaign, “Smart Helsinki”, was based on the idea of generating massive awareness with a wide-range of pr, media, marketing, and advertising efforts; both above and below the line. Our aim was to generate enough buzz and anticipation for converting an early core audience for the service.

Getting an active early adopter audience let us work together with real humans to optimize the user journey and funnel model. Our first users who loved the product and moved quickly through the funnel became the core of the DriveNow community.

003 Growth Operations

Running the daily growth marketing operations

The DriveNow growth team is a mix of multidisciplinary talent in marketing, data and business design. Daily growth operations go beyond hacktics to improve on product experience, retention, distribution, and monetization.

We are continuously rebuilding our growth model by testing, measuring and learning how user happiness, activity & retention can be improved. It’s a lean startup influenced process run in sprints and steered by numbers.



  • We created a healthy funnel beyond user acquisition with 20 000 users acquired
  • We converted happy & active users (healthy retention rates achieved, with 7.5 % of acquired users converted into advocates)
  • We created meaningful experiences (over 1500 active community members have found the product meaningful beyond the immediate practical value)


Let's build something together.

We are a good fit with teams who want to grow by creating meaningful everyday experiences for their customers. Get in touch with our CEO, Antti Mäkelä.

Email Antti Book a call with Antti