Most ride-sharing and ride-hailing campaigns work in the traditional way. They promise people something. FamousGrey Paris and Kapten are giving French people something; a free ride if they are picked up by the same drive twice. From September 9 to October 6, when a driver and a customer cross paths for a second time, the Kapten app will automatically trigger a Karmatch. The customer gets a free ride and the driver earns double income.
There is an inherent promise being underlined by the campaign – Kapten customers are loyal (so the service must be good). In fact, every week, more than 1300 customers meet the same Kapten driver for the second time during their rides, so the chances of winning are – as the campaign film states – HUGE. It also aims to strengthen Kapten’s positioning as “the ride-hailing service that takes care of its users and partner drivers”.
The activation is being promoted at Paris’ MK2 theatres and shared by influencers on the Kapten Instagram account.
Agency: FamousGrey Paris
Executive Creative Directors: Romain Repellin & Régis Boulanger
Art Director: Thomas Dolle-Labbe,
Copywriters: Anthony Legrand & Pablo Fernandez
President: Marc Fauconnier
Business Manager: Bénédicte Muller
Strategic Planning Manager: Guillaume Bilheude
Account Director: Pauline Bouvet
Account Executive: Barbara Georget
TV Production Manager: Adam Araujo
Production company: De Gaulle
Director: Tom Bartowicz
Producer: Sylvie Lemonnier-Simoes
Sound Production: Ma Joie
Postproduction: De Gaulle
Global Marketing Operator: Eve Arakelian
Global Communications Director: Julie Charbonnier
Global Brand Manager: Marilyne Dupuy
France Brand Manager: Thévi De Coninck