DateMarch 14, 2016
ClientMetropolitan Taxicab Board of Trade
Challenge: Driving a yellow taxi has always been a pathway for those working to achieve the American Dream and it has provided a steady good-paying job for those raising their families in New York City. In a new era of aggressive competition for drivers since the introduction of e-hail app-based companies and other ride sharing services, the goal of the ongoing “Drive Yellow” campaign is to recruit and maintain the pool of drivers choosing to drive medallion cabs.
Solution: The Drive Yellow campaign was formed to combat the emergence of e-hail app-based companies and other “ride sharing” companies in New York City, which has created competition for both drivers and passengers.
We devised an aggressive, fully integrated marketing campaign showing both current and prospective drivers why driving Yellow is the way to go, implicitly pointing out that Yellow is better than e-hail app-based companies and other ride sharing services based on the poll tested messages that driving Yellow earns good money, allows for flexible schedules, and doesn’t require messy contracts or drivers to pay for maintaining the cabs. Advertising was done across digital and social media platforms, as well as traditional print and cable television venues.
Throughout the evolution of our creative, we worked with demographically appropriate diverse talent in order to serve as credible and familiar voices.
The result of the Drive Yellow campaign thus far has been a huge success, with an increase in the Yellow driver ranks of thousands of drivers, all of whom have been directed through the related DriveYellow.NYC website. This is an incredible figure and represents millions of dollars in renewed revenues for the Yellow industry, as well as the opening salvo in Yellow’s effort to protect and preserve their market share.