Off The Map
Off The Map
Off the Map
MYTAXI
MY TAXI
Nobody knows a city like a taxi driver.
Challenge
While new transportation apps were being legalised and breaking download records, the popularity of the taxi class was at its lowest point. mytaxi, the leading taxi app in Lisbon, challenged us to break that news cycle.
Solution
Based on the insight that taxi drivers know Lisbon better than any app, we created a content-driven integrated campaign called "Fora do Mapa” (Off the Map). We invited 3 Portuguese personalities for a taxi trip to an undisclosed location in Lisbon. The experience originated a branded web-series with 3 episodes.
Results
277.000 views on YouTube and 2.500.000 views on Facebook, leading to more than 10.000 reaction on social media and, more importantly, the campaign directly generated 7.000 new trip using the mytaxi app.
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