Thinkerbell: 13CABS’ Good Serge fights surge pricing

Thinkerbell has created its first campaign for new client, 13CABS, whose account it won in July. And true to Thinkerbell’s promise of combining scientific enquiry and brilliant creativity, the campaign is a left-of-centre, useful service. Its special 13CABS driver, Good Serge, picks the right moment (usually during peak times) to warn commuters about the perils of surge pricing from ride-share companies. 13CABS doesn’t use surge pricing in high demand periods.

Thinkerbell co-founder, Jim Ingram, noted, “Surge pricing is a hot issue at the moment. When the trains in Melbourne went down a few weeks back, a certain ride-sharing company surged their prices by 3.6x! We want everyone to know that with 13CABS, there’s no surge pricing, just Serge driving. On that note, 13CABS actually has a lot of Drivers named Serge – so the campaign not only communicates a timely message, but also gets the message out in a fun way. Special mention to Cousin Serge for his acting debut.”

Liz Attia, head of marketing at 13CABS, commented, “We love our Driver Serge, he’s helping us tell an important story to our Passengers – don’t put up with surge pricing.”

Thinkerbell co-founder, Adam Ferrier, added, “The communications strategy primarily uses a digital approach with support in outdoor and radio. There’s oodles of contextually relevant content, all created to deliver the right message to the right location, at the right time.”

The Serge campaign has kicked off with a series of digital films, mobile ads and OOH.