Winners & Shortlists


Bronze Eurobest

Case Film

Presentation Board

Product/ServiceTAXI TRAILS
Category C01. WEBSITE
Entrant Company KING Stockholm, SWEDEN
Advertising Agency KING Stockholm, SWEDEN
Production Company YOURS Stockholm, SWEDEN
Name Company Position
Frank Hollingworth King/Stockholm Creative Director
Christoffer Dymling King/Stockholm Copywriter
Josephine Walling King/Stockholm Art Director
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

Creative Execution

By putting all this data onto Google maps we created an interactive tourist guide. The guide worked on both mobile, tablet and desktop and you could sort the data in a number of ways. Perhaps you wanted to see where the posh or hip people most often went by cab. Or you could sort out the most popular sites so it would be easier to find those hidden gems. We targeted media relevant to tourists with the news about the innovative tourist guide: travel magazines, lifestyle magazines, local newspapers and online city guides.

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 %. On average manual booking increased with 10 % and the net revenue per car increased with 6 %. The overall ROI had a ratio of 1:8 and the campaign also resulted in a massive PR coverage from all over the world ­ both in social and traditional media with social mentions for Taxi Stockholm increasing with staggering 1300% and 2.6 million earned impressions.

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. The strategy was to turn our strongest proof of trustworthiness – that we drive 8 million trips around Stockholm every year - into something useful for tourists. The best way to be a tourist in a city is to be guided by someone who lives there. But what about the tourist who don’t know anyone to guide them? Well, since all of Taxi Stockholm’s 8 million trips are tracked by GPS we could create a new type of tourist guide that showed where the locals of Stockholm most often travelled. The data was put on to Google Maps so it became interactive and was called Taxi Trails. This way the tourists didn’t need to know a local to know where they go.