Title	TAXI TRAILS
Brand	TAXI STOCKHOLM
Product/Service	TAXI TRAILS
Category	A09. USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA
Entrant Company	KING Stockholm, SWEDEN
Contributing Company 2	KING Stockholm, SWEDEN
Contributing Company	YOURS Stockholm, SWEDEN

Name	Company	Position
Frank Hollingworth	King/Stockholm	Creative Director
Josephine Wallin	King/Stockholm	Art Director
Christoffer Dymling	King/Stockholm	Copywriter
Johan Tesch	King/Stockholm	Digital Creative
Per Wilson	King/Stockholm	Planner
Sunit Mehrotra	King/Stockholm	Head Of Client Services
Peter Preisler	King/Stockholm	Account Director
Lena Ivarsson	King/Stockholm	Account Manager
Sofia Weman	King/Stockholm	Digital Account Director

The Campaign

The regulations around branded content are constantly being discussed in Sweden. But one can say that the thumb-rule is that what ever you do, it should be clear that it’s advertising.

Results

Swedish taxi company, Taxi Stockholm, wanted to become more popular amongst tourists visiting Stockholm. When visiting a new city, it’s hard to know which taxi company to trust. Taxi Stockholm is Stockholm’s biggest taxi company, with over 8 million trips around the city per year. Our goal was to make tourists aware of our size so that they felt they could trust us and therefore choose us. Since our budget for this campaign was limited to 100 000 €, buying media and simply saying this wouldn’t work. We needed to create something that both foreign and national media would write about. The strategy was to turn our strongest proof of trustworthiness - the 8 million trips - into something useful for tourist. The problem we focused on solving was a common one when visiting a new city – if you don’t have a native friend; you easily end up on the common tourist trails. You never get to see the city as the locals do. Since all 8 million trips are tracked by GPS we could create a new type of tourist guide that could show tourists where the locals of Stockholm travelled by cab. The data was put on to Google Maps so it became interactive and was called Taxi Trails. This way you didn’t need to know a local to know where they go. We targeted media relevant to tourists with the news about the innovative tourist guide: travel magazines, lifestyle magazines, local newspapers and online city guides. Of course we made it easy to share and talk about the guide through twitter and Facebook. From the guide we took hot tips on where to go and printed them onto outdoor ads close to tourist’s attractions. We also handed out flyers in hotels and in our cars.

We targeted tourists visiting Stockholm and therefore spread the word about content through banners at relevant sites, outdoor close to tourist attractions, PR to relevant sites and flyers in hotel and our cabs.

With a total budget of only 100 000 € the campaign was a huge success. We received PR coverage from all over the world – both in social and traditional media. The site hade visitors from over 117 countries and over 20000 people visited the site. During the campaign social mentions for Taxi Stockholm rose by a staggering 1300%. The number of mentions compared to Über was 1800% higher. The campaign had a total of 2.6 million earned impressions. During the specific period of the campaign, Taxi Stockholm´s market share on the most obvious trip used by tourists (Arlanda Airport ­ Stockholm) increased with 15 % and booking from hotels increased with 16 %. The net revenue per car increased with 6 %. The overall ROI had a ratio of 1:8. So in the end our goal of proving that Taxi Stockholm was a safe and trustworthy choice succeeded.