Market Entry Awareness Building

• Situation: This e-scooter rental company was entirely unknown to industry and government audiences when it sought to enter the Korean market.

• Challenge: With the market unregulated, it immediately proposed strong safety laws. Only vigorous communications work with local government regulators and media could prevent this from making enemies out of its 15 competitors. 

• Our Approach: We highlighted the company’s unique strengths in public materials; arranged interviews with major media outlets on safety and technological innovation; and launched a Korean-language website and social media channels.

• Outcome: We successfully positioned the company and very quickly, it was being held up as a model example for others to follow by local governments.