In Spring 2017, Black Cab app mytaxi (formerly Hailo) was launched in the UK. With virtually 0% awareness vs. 90% for the market leader – Uber – growing new passenger numbers would require some clever thinking.
Our solution was to use mytaxi’s local knowledge and data to target customers when they were most in need of a ride, and our largest competitor was at its biggest disadvantage.
Using a combination of first and third-party data, we created an algorithm that let us predict when Uber’s pricing was likely to surge. We then activated tailored copy on DOOH sites in those areas, targeting busy footfall locations and areas of gridlock.