cab:app win over hearts and minds with Sponge Marketing
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CLIENT: cab:app – PR Campaign

cabapp

CLIENT: cab:app – PR Campaign

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 developed a series of ads that ran in taxi trade magazines before launch to educate drivers 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 media relations programme at launch ensured that cab:app was reviewed in key consumer media outlets.