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Citymobil
Taxiportation: how Citymobil brought a renewed taxi brand to the market

RAN IN: Russia

CLIENT
Citymobil

AGENCY
DDB Russia/Tribal *Lead Agency


SUMMARY

How can a new taxi aggregator "ride out" to the market, which is already divided by more experienced and strong competitors? Citymobil decided that another company that simply offers comfortable and cheap trips around the city will not be able to attract users who have already made their choice. So, we came up with a new philosophy of movement - Taxiportation. The results of the campaign exceeded all expectations: the travel plan was completed 3 months earlier, every 5th user download the application "Citymobil", and the verb "To taxiport" has become a common synonym for "take a taxi".

CASE VIDEO


Audience: The core target audience: 25-45 years old, men and women (50%/50%) married, with higher education and income 30000+rub. The frequency of using a taxi-2-3 times a month, Moscow and Moscow region.The main taxi service use cases: commute trips,bars/restaurants/clubs, moving between them and returning back home, visiting.On weekdays, the most popular reason for the order is commute. The main motive for choosing a taxi on weekdays-faster to get anywhere, in second place– comfort. Every third passenger during the weekend calls a taxi for visiting and back.

Objectives: Growth of the customers base: Past 3 months usage +10%First trip +40%Number of trips x 2 timesOnline orders x 10 times Increase in daily mobile app downloads +50% Growth of brand indicators:+10% unaided brand awareness after the campaign+10% aided brand awareness +10% NPS among users of taxi services  +10% growth of the key brand attributes (value for money, fast delivery, good for daily trips) Unaided Ad awareness: +10%Aided ad awareness: +10%The first Ad mention: + 5%

Language: English, Russian