Challenge

The Danish Association of Car Owners is among the largest member organisations in Denmark. Around 300.000 car owners are part of this community and enjoy a wide array of benefits - from car related content to discounts and legal help. The life of car owners and the car industry, in general, are undergoing a rapid transformation as a consequence of new types of ownership, political discussions related to the environmental impact, and a future generation for whom car ownership is not a given. FDM is constantly trying to improve the value of their membership and initiated a process aimed at understanding what unifies existing and future generations regarding cars and mobility.

Method

To get closer to the life and movement of members and non-members, Will & Agency designed a research process centred around the utilisation of mobile ethnography; devising a series of questions and tasks for representatives of relevant target groups. The input, in the shape of images, comments, and ideas, described a series of values, emotions, and expectations related to the concept of cars and mobility in general. The open approach provided us with a series of relevant insights and helped us develop a core insight and a value proposition that could help FDM transform their approach to membership.

Implementation

The value proposition was implemented through a series of internal workshop sessions, aimed at helping customer-facing employees, product managers, and content producers to build from the core insights and value propositions to revitalise the overall approach to the emotions and needs of members and potential members.