mytaxi: Helping London move more freely

London's black cabs raised awareness of the rebranded mytaxi app with a targeted digital OOH campaign to turn Uber's most hated feature of price-surging to their advantage.

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....

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