Title	THE TAXI THERAPISTS
Brand	TAXI STOCKHOLM
Product/Service	WEB
Category	A01. Use of Promotional Events & Stunts
Entrant Company	KING Stockholm, SWEDEN
Advertising Agency	KING Stockholm, SWEDEN

Name	Company	Position
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
David Berron		Director

The Brief

Taxi Stockholm wanted promote themselves as the taxi company that best understands and cares about the people of Stockholm. The strategy was to develop a stunt that in an unexpected way would prove this statement.

Campaign Success

Cabdrivers often gets to double as therapists and according to a survey 70% of Stockholmers agreed a taxi ride is a good time for reflection. From this an idea was born – The Taxi Therapists. A new service you book online, where you get to talk to a licensed therapists that’s sitting together with you in the backseat of the cab. That way you could take care of yourself while getting to your destination.

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

This campaign was a brand campaign primarily designed to generate brand liking, not short-term income increase. In terms of business impact, all therapy trips were fully booked. They weren’t only fully booked, consumers queued and kept contacting Taxi Stockholm after the campaign ended for more available slots. Moreover, 270 articles were written about the campaign and it was shared 2294 times on Facebook and Twitter. Even more impressively, the campaign received recognition from all over the world and was written about in 24 languages. With a total reach of 16 million. From an attitude perspective, the goal was to create a bond with the Stockholmers. We were thrilled to find that 59% of Stockholmers stated that the campaign made them see Taxi Stockholm as a company who knows and cares about their customers.

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

The objective was to position Taxi Stockholm as a company who cares about its customers. We found that 70% agreed that a taxi ride is a good time for reflection. We also saw that due to the quick decline in daylight during the fall, a lot of Stockholmers suffer from what’s called seasonal affective disorder. The idea was therefore to create an promotional stunt where we put therapists in the back of our cabs for the duration of a week. So now, for no extra charge, you could take care of your self whilst getting to your destination.