The Brief: 

mytaxi partnered up with renowned Cork Jazz festival in 2019, they would be the primary transport provider for the event and wanted to own the event in a unique way. The primary ask of the bride was to increase passenger numbers and brand growth.

Jazz is all about movement, much like the city's nature it moves it quick and unexpected ways. We decided to honour such movements of jazz by tracking our taxis in Cork over the festival weekend by GPS data.

We utilised our taxi cabs movements and converted them into musical instruments, each assigned its own sound - the first data driven jam session! If taxi cabs crossed paths within close proximity this would manipulate a change in direction of the music. 

The fun didn't stop at the festival, we created a microsite to host a live stream of the music created from our passengers journeys over the weekend. The audio was supported by a jazz influenced map of Cork which allowed you to follow the journeys of our cabs in real time. The activation was supported by OOH and print formats leading up to the festival.

The Challenge: 

Guinness have been a longterm title sponsor of the festival, their name and the festival come hand in hand. mytaxi wanted to steal some of the limelight while being a smaller scale sponsor of the event.

The brand achieved 15% growth and a 17.82% increase in passenger requests, with over 13,000 recurring passengers year-on-year.