TaxiMonger: Don't Drop the Reward

To carve out a space for itself in a market dominated by competitors, Malaysian taxi-hailing app TaxiMonger encouraged its drivers to offer pleasurable rides by rewarding them for driving well.

Agency: FCB Group Malaysia

Campaign Strategy

For past several years, two brands have dominated the ride-hailing app space in Malaysia...Uber and Grab. With their innovations, loyal fan base and more importantly, big marketing budgets, they were even winning over their previous enemies, the taxi companies with parallel apps such as GrabTaxi which allowed users to opt for taxis instead of private drivers.

Against such goliaths, minnows such as TaxiMonger, a local Malaysian taxi- hailing app was finding it hard to create their own space. Whilst the brand's focus of being a dedicated solution to taxi companies initially gave it...

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