Ganadores / 2018

Brief

We turned a usefulness of an App initially designed to provide a transport service, by enhancing it into a lifesaving tool that would unify taxi drivers and their passengers in a different way.

Execution

“EasyTaxi” created an alliance with the Colombian Red Cross in efforts to resolve a problem that afflicting the city. By using the app´s information, heat maps were generated with documented accidents occurring all around the city at a certain point time, to be later compared with the geolocation distribution of our taxi fleet.

Using the Red Cross know-how, drivers enlisted with “EasyTaxi” were given virtual and face-to-face lessons. As our first group of graduates finished their courses, we designed a campaign in social media that told the stories of our new heroes. We eventually extended the invitation for more taxi drivers to apply and get their certifications.

The training process began in August until October same year. The campaign started broadcasting in November and every day new drivers are being recruited. The program aired on YouTube, Facebook and twitter. Initially 300 taxi drivers were trained, impacting over 2 million citizens.

Outcome

$108.276.612 COP in PR. Impacting Almost 2.457.000 People

40% of the drivers increased their average number of rides while using the app.

29% of the drivers increased their rate to 5 starts great service review.

100% of the trained drivers became exemplary taxi drivers in the company

 

Companies

Company	Location	Role
J. WALTER THOMPSON COLOMBIA	Bogota, Colombia	Entrant Company
J. WALTER THOMPSON COLOMBIA	Bogota, Colombia	Idea Creation
J. WALTER THOMPSON COLOMBIA	Bogota, Colombia	Production
J. WALTER THOMPSON COLOMBIA	Bogota, Colombia	PR
J. WALTER THOMPSON COLOMBIA	Bogota, Colombia	Media Placement

People

Person	Company	Role
Nicolás Malpica	J.Walter thompson	Copywriter/ Creative Director
Alirio Ardila	J.Walter Thompson	Copywriter/Creative Director
Sandra Murillo	J.Walter Thompson	Art Director/Creative Director
Nicolas Serrano	J.Walter Thompson	Art Director
NIcolas Camargo	J.Walter Thompson	Copywriter
Rodolfo Borrell	J.Walter Thompson	Creative VP
Claudia Murillo	J.Walter Thompson	Executive Creative Director
Miguel Norato	J.Walter Thompson	Creative VP
Carlos Carbonell	J.Walter Thompson	Digital Creative Director
Maria Medina	J.Walter Thompson	Production Director
Julián Martinez	J. Walter Thompson	Production
Juan Carlos Otálora	J. Walter Thompson	Art Director
Good Soup	Good Soup	Production House
Alejandro Cartagena	J. Walter Thompson	Editor
Leonardo Vargas	J. Walter Thompson	Editor
Paula Castillo	Dattis	Pr Strategic Manager
Andrés Buriticá	Dattis	Pr Strategic Manager
Carlos Contreras	Dattis	Project Director
Paula Riaño	Dattis	Analyst
Gabriela Sarmiento	Dattis	Analyst
Andrea Garbrecht	Dattis	Analyst

 

Health & Wellness Lions

Category	Award
Health & Wellness Tech	Bronze Lion
Health & Wellness Tech	Shortlisted

Mobile Lions

Category	Award
Technology > Activation by Location	Shortlisted