cab:app provides black cabs at the touch of a button.
cab:app
Full Service
cab:app is a new, multi-platform app that was developed by a London cabbie to bring passengers and black cab drivers together at the touch of a button. It's the safe, reliable and convenient way to hail a London black cab from wherever you happen to be, whether that's at home, in a café, restaurant, gym or on a street corner.
The Brief
Sponge was tasked with delivering a strategic communications plan including a marketing strategy, creative positioning and cohesive marketing and PR campaign to create standout for cab:app in a particularly crowded marketplace. The challenge was to develop a two-pronged launch campaign that not only raised awareness with customers but, most importantly, won over the hearts of London cabbies. After all, without the drivers on board, there wouldn't actually be a service available for passengers.
What we did
Building on the insider knowledge of taxi driver and cab:app creator Peter Schive, Sponge's PR campaign kicked off by educating drivers via the key taxi trade magazines about the very tangible benefits of cab:app. Unlike many of its competitors, cab:app offers drivers a way to make money and increase business without committing to paying circuit fees or giving up a share of their income. This was amplified by promo teams who took over the largest taxi ranks in London handing out cab:app branded flyers and receipt pads, bombarding both drivers and passengers with cab:app's key features. A targeted consumer media relations programme at launch ensured that cab:app was reviewed in key media outlets.
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