Taxi Stockholm: Sightseeing reinvented, 1

Credits & Description:

Title: Explore Stockholm
Additional info: We Are Yours - "Sightseeing reinvented"
Agency (& City): We Are Yours (Stockholm)
Creative Director(s): Fredrik Stutterheim, Mathias Ewert
Art Director(s): Filip Nordin
Programmer(s): Karl Wahlström, Rickard Skogtoft, David Genelid
Head of production: Jonas Stenqvist
Marketing Director: Carina Herly
Project Manager: Jonas Åfeldt
Head of Press : Natlalia Santos
Manuscript / Sound effect: Anton Berg / A-One
Film production: Caroline Friedman, Michel / Pointbreak
Music : Ola W Tapper / Underton
Film production : Slutet är Nära
Product: Explore Stockholm
Advertiser: Taxi Stockholm
Campaign Description:
No matter what city in the world you visit - every site, building, monument, square and pavement has a history. Tourists are often told the story that suits the masses. Unfortunately that's rarely the most interesting one. Explore Stockholm is a guided tour where travelers are in control.Based on the car's position we tell stories in realtime using two screens and a narrative from the car-speakers. In this guide travelers decide which Stockholm they want to experience - be it history, shopping, nightlife, food, fashion or Nordic Noir. Our custom Android-application uses GPS-positioning and geofence-technology and triggers different stories about the places we visit depending on the user choice of theme. The tablets are constantly in sync — this by using two GPS-units and a WIFI-network to broadcast sync-packets between them.In addition to the narrative, pictures, documentaries, videos and archived material the app is packed with extra material.
Execution:
Taxi Stockholm knows the city of Stockholm by heart. For over 100 years they've been driving and guiding people through Stockholm, sharing tips about what to see and where to go.As more and more tourists can use their local provider (Uber) in the city the competition during hollidays are getting fierce. When Taxi Stockholm's beloved, loyal locals leave the city the company goes from being the most popular taxi brand to one amongst many others.To broaden Taxi Stockholm's position during the tourist season, we created a brand new guide for tourists to explore Stockholm. By offering an experience rather than transportation, we broadened not only Taxi Stockholm's position but also the city guide offering. Our mission was to provide tourists, no matter what they are interested in, with a new type of experience and storytelling. The approach was honesty and joy - If the tourist like food she will experience the restaurant; on site, facts both visually and verbally about the people who visit and what the menu-picture really looks like in a first person video and so on. Insights Tourists are hard to reach or influence by media investments especially when lacking both price advantages and a global network. The strategy was to take the advantage of being local and reach tourists through tourism personnel rather than media investments, it proved to be a good strategy when the choice of taxi brand often lies with the hotel staff.Product scalability- The product is scalable in availability ie cars. If the demand increases Taxi Stockholm can increase the number of installations. - To add or remove various themes is relatively simple which means that Explore Stockholm always is up to date.