Campaign details
Brand: mytaxiBrand owner: mytaxiLead agency: Kinetic UK, the7starsContributing agencies: DOOH.comCountry: United KingdomIndustries: Rail, coach, boat & car rentalMedia channels: Content marketing, Mobile & apps, Online display, Outdoor, out-of-home, Print - general, unspecifiedBudget: Up to 500k
Executive summary
London's iconic black cabs have been challenged by new market entrant Uber ever since it launched. But in spring 2017, a rival app – mytaxi – effectively levelled the playing field for black cabs in technology terms. The problem, however, was that while Uber enjoyed 90% awareness, mytaxi had zero....