Easy Taxi: Easy Taxi

Credits & Description:

Brand EASY TAXI
Entrant J. WALTER THOMPSON COLOMBIA BOGOTA
J. WALTER THOMPSON COLOMBIA Bogota, Colombia Entrant Company
J. WALTER THOMPSON COLOMBIA Bogota, Colombia Idea Creation
J. WALTER THOMPSON COLOMBIA Bogota, Colombia Production
J. WALTER THOMPSON COLOMBIA Bogota, Colombia PR
J. WALTER THOMPSON COLOMBIA Bogota, Colombia Media Placement
Nicolás Malpica J.Walter thompson Copywriter/ Creative Director
Alirio Ardila J.Walter Thompson Copywriter/Creative Director
Sandra Murillo J.Walter Thompson Art Director/Creative Director
Nicolas Serrano J.Walter Thompson Art Director
NIcolas Camargo J.Walter Thompson Copywriter
Rodolfo Borrell J.Walter Thompson Creative VP
Claudia Murillo J.Walter Thompson Executive Creative Director
Miguel Norato J.Walter Thompson Creative VP
Carlos Carbonell J.Walter Thompson Digital Creative Director
Maria Medina J.Walter Thompson Production Director
Julián Martinez J. Walter Thompson Production
Juan Carlos Otálora J. Walter Thompson Art Director
Good Soup Good Soup Production House
Alejandro Cartagena J. Walter Thompson Editor
Leonardo Vargas J. Walter Thompson Editor
Paula Castillo Dattis Pr Strategic Manager
Andrés Buriticá Dattis Pr Strategic Manager
Carlos Contreras Dattis Project Director
Paula Riaño Dattis Analyst
Gabriela Sarmiento Dattis Analyst
Andrea Garbrecht Dattis Analyst
Synopsis
Bogotá has some of the worst traffic in the world, with 8 million people and only 132 public ambulances available. Traffic moves at an average pace of 17 km per hour, generally ambulances struggle to reach the 600 accidents happening daily all over the city. On the other hand, taxi services have been downgraded due to isolated cases of crime and poor service. The campaign was intended to create a holistic experience that helps improve taxi driver´s image and allows them to become positive protagonists all over the city, even by saving lives.
Strategy
We used the application to unite several components by creating solutions to some collective problems. We changed the taxi driver’s negative reputation while increasing their job opportunities and their incomes. With a first aid training strategy, we allowed them to improve their client services towards users and also help the community at the same time .
The strategy was aimed at 2 different targets. People between 20-45 age rage; heavy users who request at least 4 transport services a week and “EasyTaxi” drivers, interested in helping the community. This campaign pursued the unification of both, by transforming our drivers into solutions and our app users into positive advocates.
Relevancy
This direct action creates a connection between users and taxi drivers, that goes beyond a simple transport service. Taxi drivers stop being average chauffeurs, by becoming skillful life savers and in turn users raise the service ratings on the app.
Outcome
$108.276.612 COP in PR. Impacting Almost 2.457.000 People
40% of the drivers increased their average number of rides while using the app.
29% of the drivers increased their rate to 5 starts great service review.
100% of the trained drivers became exemplary taxi drivers in the company
Execution
“EasyTaxi” created an alliance with the Colombian Red Cross in efforts to resolve a problem that afflicting the city. By using the app´s information, heat maps were generated with documented accidents occurring all around the city at a certain point time, to be later compared with the geolocation distribution of our taxi fleet.
Using the Red Cross know-how, drivers enlisted with “EasyTaxi” were given virtual and face-to-face lessons. As our first group of graduates finished their courses, we designed a campaign in social media that told the stories of our new heroes. We eventually extended the invitation for more taxi drivers to apply and get their certifications.
The training process began in August until October same year. The campaign started broadcasting in November and every day new drivers are being recruited. The program aired on YouTube, Facebook and twitter. Initially 300 taxi drivers were trained, impacting over 2 million citizens.
Campaign Description
We turned a usefulness of an App initially designed to provide a transport service, by enhancing it into a lifesaving tool that would unify taxi drivers and their passengers in a different way.
Brief With Projected Outcomes
Healthcare regulatory bodies
This initiative was validated with the Bogotá Health Department and the secretariat of mobility, which handles all transit related issues in the city. The government made many attempts to train taxi drivers in any number of local institutions and most of them failed.
Audience
Bogotá, 8 million people and only 132 public ambulances. First 5 minutes after an accident are crucial when saving lives. A private initiative associated with an NGO such as the Colombian Red Cross joint forces in order to save as many lives as possible and fasted response system in Bogota.