Client: mytaxi
Campaign: It's Airport Time
The brief:
People want their holiday to begin as soon as they lock their front door. But, there is a constant conflict between the excitement of the end destination with the stress of actually getting to it. The airport itself is nerve-wracking enough, without complicating how to get there.
However, with mytaxi’s prebook function, getting there didn’t have to be stressful. People could have one less thing to worry about, meaning that ultimately, their holiday could start sooner.
The solution:
Holiday mode doesn’t begin when you step off the plane. It starts when you shop for your mini toiletries; when you’ve emotionally checked out from work; when you’ve applied your holiday fake tan before you jet off.
This mindset became the heart and soul of this small budget campaign. We wanted holiday-goers to feel excited the minute they caught sight of their taxi to the airport outside.
This feeling was translated into something tangible by transforming a select number of taxis into feel-good holiday vibes from headlight to headrest.
We began at the drawing board, hundreds of hand-drawings inspired by holiday memories, trips and driver’s stories were illustrated and blended together to create the first-ever mytaxi bespoke Hawaiian print. This custom print embodied all the positive things about holidays that people know and love and was used to tie all the campaign’s elements together.
First, we started with our drivers, the spokespeople of our ‘Airport Time’ campaign. We created a limited run of shirts emblazoned with our Hawaiian print. Dolce & Cabonnet was born, a tailor made casual-wear range of shirts that we gifted to our top drivers to be worn during the summer season.
Next were the taxis. They were the primary vehicle used in spreading the message of our ‘Airport Time’ campaign. Cars were wrapped in our Hawaiian print to put anyone that passed it in instant holiday mode while prompting them to prebook. Our bright yellow cars were seen across the city, creating instant feel-good summer vibes across an often dull and dreary Dublin.
A range of digital assets utilizing our print were also created to further amplify the ‘Airport Time’ campaign. We created social ads and GIFs that rotated each design from our print, allowing a fresh message to be served to holidaymakers across social and travel websites each time.
Our campaign was live during peak holiday season (June to August) allowing mytaxi to gain the most relevant and widespread reach among old and new customers, to drive home our message: when it’s Airport Time, just tap.
