The Metropolitan Taxi Institute (IMET) and AMB INFORMACIÓ have launched the Picmi Taxi service: a new feature of the AMB Mobilitat app that lets users hail a taxi from their phone when they are out on the street. Its main advantage over existing apps is that the entire taxi fleet — more than 10,521 vehicles that until now had no online app for the service — offers this feature as a priority service.
The main communication objectives were to raise awareness of the service and create a memorable brand image, while improving the overall image of the taxi service by showing its efforts to digitise and improve the user experience.
At acrōnim we developed the entire global communication concept, the communication axis and the copy for the various pieces: outdoor advertising, radio spot, social media and more. To define the campaign’s communication axis, we focused on the past/present contrast, using situations that could be an obstacle or a deterrent for users of a conventional taxi, and then pointing out that with this new service they no longer happen.
- Global concept
- Copywriting
- Radio spot
- Outdoor advertising design
