After realizing that, besides the obvious educational purpose, most of their rides were essentially pointless, French driving school network CER wanted to try if they could instead utilize all those kilometres more meaningfully.
They came up with an idea called ‘The Lost Ride’. Offering to bring people with mobility issues or those who lack money for transportation to their daily commutes like the pharmacy, shops or other destinations. This way their rides are not being wasted and they can help people in need of some daily assistance and/or a small chat.
Some of the best creative ideas follow the formula of ‘we do x anyway (drive around all day), so why not improve it with y (helping elderly people with their daily commutes)’. How can your brand help others by rethinking your daily routines?