| Title | THE LINE SCOUT |
| Brand | TAXI STOCKHOLM |
| Product/Service | APP |
| Category |
C01. Mobile Applications |
|
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 |
Creative Execution
The app gathers live booking data from all Taxi Stockholm’s cabs around town. Because we knew that the more taxis that stop outside a club, the longer the line is. When it’s time to go the app sends a notification. Users can also see how long the line has been historically and, if they want, book a cab through the app. This way we turn ordinary booking data into a useful tool for clubbers.
The app was released on iTunes and Android simultaneously. We launched it with an outdoor online, mobile and PR-campaign.
Thanks to the campaign 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.
Taxi Stockholm wanted to become more popular amongst clubbers. Being tech-savvy most of them use smart phones and uses apps to manage their life. But Taxi Stockholm’s booking app is not even close to being as good as for example Übers. Therefore the strategy was 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”.
The app works by gathering live booking data from all Taxi Stockholm’s cabs around town. Because we knew that the more taxis 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.