| Title | SIGHTSEEING REINVENTED |
| Brand | TAXI STOCKHOLM |
| Product/Service | EXPLORE STOCKHOLM |
| Category |
A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
|
Entrant Company
|
WE ARE YOURS Stockholm, SWEDEN
|
|
Advertising Agency
|
WE ARE YOURS Stockholm, SWEDEN
|
|
Media Agency
|
3KRONOR Stockholm, SWEDEN
|
Credits
| Fredrik Stutterheim |
We Are Yours |
Creative Director |
| Jonas Stenqvist |
We Are Yours |
Chief Operating Officer |
| Filip Nordin |
We Are Yours |
Head Of Design |
| David Genelid |
We Are Yours |
Technical Director |
| Kalle Wahlström |
We Are Yours |
Associate Creative Director |
| Rickard Skogtoft |
We Are Yours |
Associate Creative Director |
| Mathias Ewert |
Taxi Stockholm |
Creative Director |
| Carina Herly |
Taxi Stockholm |
Marketing Director |
| Jonas Åfeldt |
Taxi Stockholm |
Project Director |
| Natalia Santos |
Taxi Stockholm |
Press Officer |
| Caroline Friedman |
Pointbreak |
Film Production |
| Michel |
Pointbreak |
Film Production |
| Anton Berg |
A-one |
Manuscript/Sound Effects |
The Brief
Summertime is always a challenge for us here at Taxi Stockholm.
Our beloved, loyal locals leave the city and are replaced by tourists. We go from being the most popular taxi brand to one among others.
How can we turn this around and get a bigger share of the tourist market - without having to dump prices - or force people to delete their Uber apps?
Allow us to introduce Explore Stockholm. A whole new way to discover and experience our city.
Explore Stockholm is the first ever interactive taxi tour. Based on the car’s position we tell stories in realtime using two screens and a narrative from the car-speakers. In this guide YOU decide which Stockholm YOU want to experience — be it history, shopping, nightlife, food, photo or Nordic Noir. Your choice of theme dictates which places we visit.
Our custom Android-application uses GPS-positioning and geofence-technology to, based on the cars position, tell stories in realtime via two tablets (mounted in the backseat) and a narrative from the car's speakers. The tablets are constantly in sync — this by using two GPS-units and a WIFI-network to broadcast sync-packets between them.
The application puts the user in control and provides an intuitive GUI where she can decide which Stockholm she wants to experience. In addition to the narrative and video (archived material from TV-stations as well as clips produced solely for this) the app is packed with extra material.
The product is scalable in availability ie cars. If the demand increases, we can increase the number of installations. And scalable in languages.
The product is available round the clock and all year round.
The product is also scalable in content. To add or remove various themes is relatively simple which means that the guide keeps abreast of changes and news in the city.
During the very first week Explore Stockholm generated a whole new revenue stream: 8% new money
Total revenues were the best since 2007 despite fewer available cars than last year: 4% revenues and 5% more trips
The reach in media impression were more than 4 times as much than ever before: 12 354 913 reach in media impression
ROI on bought media, compared to earned skyrocketed: 2583% (with barely 10% of previous year media budget)
Bookings from hotel showed the best results in the company’s 115 year long history: increased with 27%
The newspaper Metro
Astonishingly effective! The first second I´m giggling with expectations only to feel next how one’s tears are burning
Swedens largest radio station:
Really, really exciting! A superb experience and a different take on a guided tour.
The Local
I´ll never view Stockholm in quite the same light again. The original footage brings the crime scens into sharp focus, in a way that no walking tour could quite match”
Not only did we achieve a record breaking summer and create a new revenue model for Taxi Stockholm - we also added a new dimension to exploring our city for all time to come