Australians have used Cabcharge as a fail-safe way to pay taxi fares for 40 years. But with the rising popularity of rideshare services, public perception was slipping. We were tasked with launching Digital Pass, providing the convenience of the ubiquitous Cabcharge cards in a mobile format. Our campaign needed to re-establish the Cabcharge brand in Australia, reinforce its tech innovation credentials and launch the new Digital Pass product.
We started by conducting workshops with sales teams, existing and prospective clients in order to build a detailed picture of our audience and their motivations. Then we partnered with YouGov Galaxy to survey 1200 business travellers and finance decision makers within Australian organisations. Our research revealed insights and drivers that informed the campaign strategy. Using the research findings, we created an integrated and audience-led narrative to be rolled out across earned media, digital and social channels. We built a campaign microsite which housed an interactive calculator, allowing customers to see the time and cost savings specific to their business. This tool also generated sales leads.
An exclusive in The Australian Financial Review outlined Cabcharge’s digital service delivery strategy. As this piece went live, stories rolled out across key finance, technology and business publications. All earned media efforts were supported by a comprehensive paid strategy across LinkedIn, Google search and elevator advertising in central business districts. We overachieved on impressions, click throughs and brand reach with a potential audience of 3.8 million customers and prospects. More than 9500 Australians visited the campaign microsite and 6.34 per cent converted to enquiry, more than double the industry benchmark. Our client reported four per cent revenue growth for the period and further significant growth opportunities from new clients.