Glasgow Taxis
Brand Campaign for the UK's Largest Taxi Operator
Glasgow Taxis is the largest taxi operator in the city, running over 750 licensed vehicles. When the pandemic hit, travel confidence collapsed overnight, and a taxi ride is about as close-contact as travel gets.
The Challenge
Social and physical contact had been replaced by distance and self-isolation. For a transport provider to keep operating, reassurance wasn't optional, it was the only way anyone would book a ride.
Glasgow Taxis needed a campaign that did more than state the safety measures already in place. It needed to make people feel confident enough to travel again, and drive them to actually download and use the booking app.
The Approach
The campaign was built around a single reframed idea: True Contactless.
Rather than treating "contactless" as just a payment method, the campaign expanded it to the whole journey:
Sanitised vehicles between every fare
Distanced, separated travel
A contact-free experience door to door
The tone stayed bold and fun rather than clinical, "Go True Contactless in the New Normal" turned a public-health notice into brand positioning.
Campaign Execution
The idea was built to travel across a broad range of touchpoint, reaching riders where they already were, rather than asking them to come looking for reassurance. The goal throughout was awareness and action: understand the safety measures, then download the app and book.
Outcome
The campaign succeeded in positioning Glasgow Taxis as a safe option throughout the pandemic, reaching a broad cross-section of the city and generating positive feedback from customers and stakeholders alike. The client praised the work's "outside the box" creativity and its ability to reach previously untapped market sectors, exactly the kind of result a brand campaign is supposed to deliver when reassurance is the product.
