Ridesharing is ferociously competitive and cabs is not the exciting, enticing new kid on the block. That might be about to change. Thinkerbell has reimagined 13cabs as the Official Travel partner of pretty much every “from-A-to-B” need in life you can think of – and then some you haven’t yet (but would have eventually).
Every A-to-B need includes wonderfully human situations like “I thought the meeting was here,”, killer heels, CBF’D and the perennial favourite, the drunken “I love you, mate”. The films could not be more relatable. Could not make you smile more.
To make sure 13cabs new raison d’etre is understood (and enjoyed) by every Australian possible, the agency has created an advertising deluge, covering TV, catch-up TV, digital and social media.
Rebecca Fyson, head of marketing, 13cabs, commented, “13cabs is Australia’s most popular taxi option by far, according to a recent Choice survey. This work is designed to build on that Passenger base and remind our audience of all the different times people hail and request 13cabs. Our cabs have improved, our Drivers have improved, our prices are comparable, and our 13cabs App proudly carries 4.8 stars in the iOS app store as rated by over 30,000 Passengers; so it’s a great time to let people know 13cabs is there if you need a quick ride.”
Jim Ingram, chief creative tinker at Thinkerbell, added, “The challenge to our director, Matthew McCaughey, was ‘show our audience we understand them, and give them a smile’ and I think he’s nailed this brief. This idea is relatable and likeable and is designed with executions that will be implemented across loads of different types of screens. So next time you CBF’d riding into work, you know what to do…”
Creative Agency: Thinkerbell
Production Company: Guilty
Director: Matthew McCaughey
Producer: Rohan Timlock
Editor: Ryan Brett @ Manimal
Sound Design: Dylan Stephens @ Risk Sound
Media Agency: Nunn Media