Client: YellowCabNYC
Tagline: Your story is en route.
Current Brand Perception: YellowCab is the most well-known taxi service, but not the most utilized method of transportation. The price deters people from choosing a taxi opposed to other options.
Desired Brand Perception: YellowCab makes for a more interesting, memorable ride. It's worth the money because it will be enjoyable.
Creative Insight: The most interesting thing about YellowCabNYC are the stories that take place within the course of a ride.
Idea: Find three of the most interesting stories that have ever happened within New York City YellowCabs. One story is hilarious, another romantic and the third is heartwarming. These stories are symbolized by three objects: a wedding ring, a wallet, and a cell phone. Invite the target audience to discover the objects and become a part of the journey of uncovering the stories they represent. Allow the audience to share their own hilarious, romantic and heartwarming stories for a free taxi ride.
Out-of-home
Commercial (audio) script
YellowCabNY Commercial Audio
Narration:
There are seven billion people in the world and over eight million of them can be found in New York City. 240 million taxicab commutes take place every year in the Big Apple. Each ride is unique, with a story of it's own. And by activating the object on the podium, your story has just begun.
That object represents one of three real life experiences that took place within a YellowCabTaxi, but since every ride is a journey, uncovering these stories will be too. Look at your cell phone, America's most iconic form of transportation has just invited you along for a one-of-a-kind adventure. Where to? That's for us to know, and you to find out.
YellowCabNY
Your story is en route.
Direct Mail
Social Media
Microsite
Art Direction: Anna Sasser
Copywriting: Brendan McWhirk
Copywriting: Brendan McWhirk