Title	SIGHTSEEING REINVENTED
Brand	TAXI STOCKHOLM
Product/Service	EXPLORE STOCKHOLM
Category	B02. Use of New Technology in a Promotional Campaign
Entrant Company	WE ARE YOURS Stockholm, SWEDEN
Advertising Agency	WE ARE YOURS Stockholm, SWEDEN
Media Agency	3KRONOR Stockholm, SWEDEN

Name	Company	Position
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 Taxi Stockholm. Their loyal locals leave the city and are replaced by tourists and Taxi Stockholm go from being the most popular taxi brand to one among others. This affects sales. Today more than ever because tourists can use their local provider (Uber) in the city. Taxi Stockholm wanted to turn this around and get a bigger share of the tourist market. The strategy was to use the advantage of being local and offer something that no other guide or sightseeing in the city offer: a guide where visitor's interests determines the experience

Campaign Success

Tourists are difficult and expensive to reach by media investments especially when lacking both price advantages and international muscles. We decided to use the advantage of being local and try to influence tourists thru tourism personnel rather than via media investments, since the choice of taxi brand often lies with the hotel staff. By offering a new guide experience rather than only transportations, we gave tourism personnel a long-term offer to their guests (tourists) and a reason to engage. Since Explore Stockholm is scalable in both content/themes, in availability (i.e. cars), languages and accessible round the clock all year round - we managed to fill a gap in the city tourist offer, not only for this summer but for all future tourist seasons to come.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 - 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

Explain why the method of promotion was most relevant to the product or service

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? To broaden Taxi Stockholm's position during tourist seasons and try to reach even people who are loyal to global transport brands, we created the first ever interactive taxi guide - Explore Stockholm. 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, fashion or Nordic Noir. Your choice of theme dictates which places we visit.