| Title | THE LINE SCOUT |
| Brand | TAXI STOCKHOLM |
| Product/Service | WEB |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
|
Entrant Company
|
KING Stockholm, SWEDEN
|
|
Advertising Agency
|
KING 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 |
| David Berron |
|
Director |
The Brief
Taxi Stockholm wanted to become more popular amongst clubbers. They are Stockholm’s oldest and biggest taxi company. They are the ones that have lost most market shares to innovative taxi company Über. Being tech-savvy most of the target group uses smart phones and apps to manage their lives. But Taxi Stockholm’s booking app is not even close to be as good as Übers. Not being able to quickly develop a new booking app the strategy was to become relevant to the target group by developing another mobile app that could be useful for the target group.
Campaign Success
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. 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, they can book a cab through the app. This way we turn ordinary taxi 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Taxi Stockholm wanted to become more popular amongst Stockholm’s young clubbers.
Being a tech-savvy target group that uses smart phones and apps to manage their lives, the strategy was to develop an app targeted at them.
Therefore we developed the app “The Line Scout”. An app that shows how long the lines is at some of the most popular clubs, in real time. 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.