FREENOW
The Ask
The Brand:
FREENOW is London’s leading black cab booking app.
Business Challenge:
Only 13% of people who know the brand would consider using it.
Objective:
Increase brand love to support app downloads.
The Audience:
Affluent, Londoners, 25–60, frequent street-hailers/black cab users.
The Answer
Human Issue:
Street hailing is easier, faster, and more spontaneous than booking through an app.
Insight:
When people gamble on a street hail, they feel the pain of a cab not turning up far more than the pleasure of one arriving.
Strategy:
Don't show what FREENOW gives, show what it takes away: the need to test your luck and the possibility of disaster.
Street hailing is easier, faster, and more spontaneous than booking through an app.
Insight:
When people gamble on a street hail, they feel the pain of a cab not turning up far more than the pleasure of one arriving.
Strategy:
Don't show what FREENOW gives, show what it takes away: the need to test your luck and the possibility of disaster.
GET taxi hailers
WHO are happy rolling the dice on their ride
TO consider FREENOW
BY showing that FREENOW helps them beat the odds
WHO are happy rolling the dice on their ride
TO consider FREENOW
BY showing that FREENOW helps them beat the odds
Creative Platform:
Some Things Aren’t Worth Chancing
We transformed FREENOW’s (boring) reliability into a (sexier) promise: rigged luck. Every touchpoint shows that FREENOW shields you from bad luck, proving that in a city full of curveballs, finding your ride doesn’t have to be one.
The Result
Pitch (mostly) won. The client praised the strength of the insight and strategy, but felt a social-first agency wasn’t the right lead for a campaign targeting audiences likely to be reached offline (with ATL mass media).
Nonetheless, the value of our capabilities was clear, and we were granted 2/3rds of the campaign budget to develop and execute the BTL activity for a collaborating agency’s creative platform.
Campaign planning for this is in progress.
Nonetheless, the value of our capabilities was clear, and we were granted 2/3rds of the campaign budget to develop and execute the BTL activity for a collaborating agency’s creative platform.
Campaign planning for this is in progress.
Bill Urquhart