| Title | THE LINE SCOUT |
| Brand | TAXI STOCKHOLM |
| Product/Service | APP |
| Category |
A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
|
Entrant Company
|
KING Stockholm, SWEDEN
|
|
Advertising Agency
|
KING Stockholm, SWEDEN
|
|
Production Company
|
MICKE GUSTAFSSON Stockholm, SWEDEN
|
Credits
| Frank Hollingworth |
King |
Creative Director |
| Christoffer Dymling |
King |
Copywriter |
| Josephine Wallin |
King |
Art Director |
| Sunit Mehrotra
|
King |
Account Supervisor |
| Peter Preisler |
King |
Account Director |
| Lena Ivarsson |
King |
Account Manager |
| Per Wilson
|
King |
Planner |
| Carina Herly |
|
Advertiser's Supervisor |
The Brief
Taxi Stockholm is Stockholm’s oldest and biggest taxi company. Therefore they are the ones that have lost most market shares to innovative taxi company Über. And since Über is biggest amongst younger people, this is also the target group Taxi Stockholm has lost the most within. Therefore they needed to do marketing against them.
Young people in Stockholm use cabs when going to and home from clubs. Being tech-savvy most of them use smart phones and want to try out the latest apps. Therefore it’s no surprise that Über has become popular amongst them. But Taxi Stockholm’s booking app is not even close to be as good as Über’s.
Not being able to quickly develop an updated version of their booking app we needed to create another app that could be useful for the target group.
We decided to help the target group with a common problem in Stockholm: the long club lines. Therefore we developed the app “The Line Scout”.
Driving cabs around town Taxi Stockholm knew that the more cabs that stop outside a club, the longer the line is. Using this free app clubbers can see when it’s time to go if they want to avoid the club line. This way we turn ordinary taxi booking data into a useful tool for clubbers.
To accurately estimate the length of the lines outside Stockholm's night clubs, we used real-time taxi geo-location data which was pushed through an advanced algorithm. This way we could accurately translate the taxi drive data into que lengths of our specific night clubs.
Taxi drive data consisting of time and geo-location obtained from Taxi Stockholm was, during a data collection phase, combined with observed que length data outside nightclubs. We used the company's internal real time API to record all drop off times and locations. At the same time we measured the que lengths outside the night clubs.
We then used regression analysis to get the association between taxi trips to locations nearby clubs at certain times and que length. The computed association was used to predict que length in real-time. Regression analysis is a method used to estimate the relationship between two or more variables commonly used in science. From this analysis we created an algorithm with which we could get the que length from the taxi data.
The app was built using the Ionic framework to provide a cross platform experience for both iOS and Android.
Because of the regression analysis of data, the longer the app is active the more accurate the data will be. Therefore our long time goal is to create a truly useful tool for Stockholm’s clubbers.
And so far the results of the initiative are great. Thanks to is 94% of the target group viewed Taxi Stockholm as a more modern company. 67% of the target group liked Taxi Stockholm more than before. And as much as 80% of the target group saw Taxi Stockholm as a company that cares for it’s customers.