Brief #7: Brussels TaxiAugust 13th 2015

TEAM

Zuheir Kotob zkotob1@gmail.com zkotob.com

Joao Magalhaes joaomagalhaess@gmail.com joao-magalhaes-socq.squarespace.com

BRIEFINGChallenge

In 2016, Uber is expected to be fully legal in the Brussels area. Until then, you have to find a way to attract youngsters and your current customers to stay loyal to the traditional taxi service.

Deliverables Create a reaching communication campaign with a fetching value proposition for the traditional taxi service, that attracts youngsters that would normally choose for Uber. On the other hand you have to stay accessible towards your existing customers.

STRATEGIC INSIGHTS/Questions?

How do we match-up with Uber? • They’re more convenient, usually cheaper, no-hassle payments, ‘cool’…

How do we add value to Taxis that Uber can’t utilize? What can we own?

*Can’t mention ‘Uber’ specifically in our advertising due to Belgian advertising policies.

campaign StoryAug 4, 1914

Belgium is invaded and the first World War begins.

September, 1914 The Kaiser’s troops slice through to within 35 miles from Paris. While the Allied first-line of defense was battered and in need of support to withhold any enemy advances. However, train services were overloaded and in most cases, unavailable.

September 7-8, 1914 Around 700 taxi cabs transported 6,000 allied soldiers 50 Kilometers away to reinforce the French Sixth Army from being overrun by the Kaiser’s troops. The added numbers and impact on morale was undeniable as it proved to be a testament of the Sacred Union between civilians and soldiers. Against the odds, the relentless Kaiser’s advance through Belgium and northern France was halted and crushed. This lead to the Central Powers’ retreat and marked the abandonment of the Schlieffen Invasion Plan. The penny-pinching war treasury paid 27% of the taxi meter fares.

BIG IDEATogether, we stopped one invasion, we can stop another.

RATIONALEUber tops current-state-of-taxis when it comes to price, convenience and

novelty/newness aspects. We can’t butt heads in these areas right now.

However, we have one thing Uber doesn’t, history and legacy.

STRATEGYShift focus from ‘Taxi vs. Uber’ to commemorating the taxi-history.

• Start off purely focused on commemoration • Gradually, filter in ‘Uber-invasion’ aspects

planning• Print Campaign highlighting story

• Public pays 27% of fare on September 7 and 8 • OOH installations near Public transportation stations

• Online story platform about the Taxis of Marne • Moving Museums - Taxis with digital story platforms

• Petition to stop Uber’s legalization • App introduced later on

Strategic timeline

Print

OnlinePlatform

OOH

Petition

TaxiMuseums

App

August 25 76 8 9 10 October

September

CREATIVE PLATFORMReal stories and photography from the Battle and Taxis of Marne. Dark, serious themes relating to the first World War.

Translates to tone War imagery/styles:

Spray Paint Stencils Typewriter typefaces

No tagline - to lessen the ‘paid promotion/advertising’ feel of campaign

CAMPAIGN EXECUTION

OOHMessaging near public transportation locations. ^ Due to Belgian’s habits

AppAdapt or Die Principle. It’s not theft, It’s survival Introduce once petition is submitted

Print LongevityTimed with App introduction Associate approach with Drinking-&-Driving Big idea: Have your crew’s back. Don’t leave them behind.

INVADE TOGETHERleave together

KPI’S% Increase in Cab Usage Tweets/Posts on Social Media Time spent on web Platform Petitions Signed Taxi App Downloads

LESSONS FROM THIS CASEGive the public something immersive to share and engage in. Tap Into History for richer content