13CABS becomes ’13cabs’ in brand refresh as business undergoes ‘significant changes’
13cabs – the consumer-facing brand of Cabcharge – is continuing its fight back against ride-sharing apps by announcing a rebrand which “signifies significant changes for the business”.
The new branding – which includes a shift from 13CABS to 13cabs and will be promoted via online channels, radio and outdoor – accompanies what CEO Stuart Overell says is improvements in the customer experience.
13cabs is still using the ‘We’ll get you there’ tagline
The new branding and accompanying campaign was created by Thinkerbell – the creative outlet of Adam Ferrier, Jim Ingram and Ben Couzens – and marks a significant shift away from its previous campaigns.
13CABS’ campaign in 2017 focused on taxi drivers themselves, rather than the company’s users, and took aim at Uber’s surge pricing.
The tagline “We’ll get you there” has carried over to the new branding.
Liz Attia, head of marketing at 13cabs, said the company plays a bigger role in the community than it gets credit for.
“People are the heartland of our brand. No matter who you are, you can book your way, pay your way, and more importantly, there’s always someone to contact at every touch point if needed.
“This is why our communications features real stories, told by real people.”
An outdoor execution showing 13cabs’ new branding
Ingram said getting his own taxi licence and listening to its call centre has given the agency real insight into the role the brand plays in helping Australians.
“Through telling these stories, 13cabs is building pride back into their diverse driver network by highlighting the important role drivers from all backgrounds play in connecting Australians around the country.”
Stuart Overell, chief operations officer at 13cabs, added: “We’ve been helping people in Australia get where they need to go for over 40 years. When people think of booking a car – any car – we want them to think of 13cabs.”
Thinkerbell has also created online ads for 13cabs featuring employees and their individual stories.
The new branding includes a completely redesigned app, improved driver training, customer care programs and contact centre operations, and refreshed vehicles “so passengers can more easily identify a 13cabs car from other taxi companies”.
Overell added: “If you’ve been riding with 13cabs lately, you will have already begun to notice the improvements to our service and we want to ensure our passengers continue to see 13cabs is dedicated to providing service excellence through all touchpoints.”
13cabs was named as Thinkerbell’s first client with the agency releasing its first work for the brand in September last year, taking aim at other ride sharing services.
Credits:
Client – 13cabs
- Andrew Skelton – Managing Director & CEO Cabcharge
- Stuart Overell – Chief Operating Officer
- Liz Attia – Head of Marketing
- Kim Henkul –Marketing Services Manager
- Sam Tan – Digital Marketing Manager
- David Brand – Senior Copywriter & Communications Manager
- Cassie Downie – Communications Officer
- Andrew Morgan – Graphic Designer
Creative and Strategy – Thinkerbell
- Margie Reid – Managing Partner
- Adam Ferrier – Chief Strategy Thinker
- Alex Grivas – Lead Thinker
- Kelly Ng – Account Thinker
- Paul Theobald – Rebrand Design
- Daniel D’Angelo – Design Tinker
- Lisa Chen – Design Tinker
- André Pinheiro – Creative Tinker
- Jim Ingram – Chief Creative Tinker
- Ben Couzens – Chief Creative Tinker
- Jess Van Roosendaal – Production Tinker
Film Production – Revolver/Will O’Rourke
- Director: The Glue Society
- DOP: Jordan Maddocks
- Editor: The Glue Society
- Animation / VFX / Grade: Blackbird
- Photography – Israel Rivera
- Music – Brand Music
Media Agencies
- Media Republic
- GMG Digital
Linkedin
Have a look at those credits. Adam’s a Thinker, but Jim and Ben are mere Tinkers? Way to yet further devalue the creative process, fellas. Surprised you let Adam talk you into it.
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What’s great about this is it focuses on driver training, contact centres and the app experience. Over just being another ad in market.
Bravo, Thinkerbell team.
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Yep, that orta do it
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Am I the only one double taking at the “brand refresh” from going from caps to lower case???
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I’m no consumer psychologist, but that looks like an arrow in that negative space of that logo.
Does that symbolise the speed and accuracy of 13cabs, or the experience of bouncing around like a FedEx parcel?
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Like this. Makes brand human and warm. Vs Uber – which is gross and exploits drivers and passengers alike.
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I really like the online shorts and think they illustrate storytelling content done well. Well conceived, well executed, well done. As for the shift to lowercase; reading the article in full establishes lowercase is one component of the re-brand, not its entirety.
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This shoulda been so.much more dynamic. It looks ugly and the ads are pedestrian. Sorry. Missed opp.
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Sadly reality will kick in when you get in the dirty cab with a headlight not working, no headrests in the wagons which makes them very dangerous to be in a crash in, driver slowing down for green lights and when paying asked what amount you want the receipt for so you can both casually defraud your employer.
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next available
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Really guys does changing the name will not change the attitude of riders who have been ripped off by your drivers : eg pay up front now before you ride, minumin $25 from the valley to valley, Paying for siteseeing trips home, smelly cars, bad driving, law breaking drivers, I think I’ll stick to the new guys at least I know I’ will not be ripped off and it’s my choice if I decide to book a ride share during surge, still cheaper and cleaner,
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How on earth does a taxi driver not notice a guide dog still in the back seat when he has just dropped off a visually impaired customer? What a ridiculous example of “great” customer service – “Sorry mate, I was in such a rush to get to my next fare I took your really important dog with me.”
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99Designs get the call-up?
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Caught a glimpse of this new branding on a moving cab out of the corner of my eye and thought it said “Boobs”.
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I think that arrow is to say they take you from point a to point b, similar to what amazon has in their logo
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Haha I didn’t at first, but when i flicked past the image I see it… you are so right…!
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Disgusting stereotype that doesn’t represent what cabs are today.
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I thought this was a joke and had a great laugh with my workmates. Turns out the article is less funny.
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@Anthony
Is it though? I have had a couple of poor experiences with Uber, however only ever for the driving style vs the car itself. I frequently get into dirty cabs, it is disgusting and another reason why people prefer Uber.
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why couldnt they dump the name cabs as uber did, as its still holding them down in the gutter…business is easy just copy off the experts, why havent they replicated the best points of the rideshare apps instead of continuing with their failed business model…Oh can you ask the driver to come down the driveway the add says . Errr with rideshare, as everyone now knows, you can ask the driver directly. the operator is redundant. Would taxis exist if you took away the govt rebates given to customers?
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Define dirty then. A stain on the roof? A little bit of dirt on the floor? Shit stains all over the seat? What constitutes dirty to you?
I frequently use taxis and the most “dirty” I have ever seen them is a small roof stain. Otherwise, they have always been very clean. Considering Uber is terrible company with disgusting ethics for their drivers and customers, I’ll take a cab any day.
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I actual you looked for this post, to me it says boobs
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