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13Cabs becomes official ‘booty call’ partner

The taxi industry is repositioning itself as the convenient transport option for various life stages and events – including booty calls and bromances.

One of the ads in the series features various exchanges between men and women as they organise their hook-ups, and then use a 13Cabs taxi to get together.

This, according to 13Cabs, makes it the ‘official partner’ of the booty call.

13Cabs is also the official partner of Saturday mornings, killer heels, situations which require a “bigger boot”, meeting mix-ups, and when people simply can’t be fucked (CBF’d).

The ads were created by Thinkerbell, with chief creative thinker Jim Ingram saying the brief was to make the audience smile – something he says the ads nail.

Official booty call partner

“The challenge to our director, Matthew McCaughey, was ‘Show our audience we understand them, and give them a smile’, and I think he’s nailed this brief. This idea is relatable and likeable and is designed with executions that will be implemented across loads of different types of screens. So next time you CBF’d riding into work, you know what to do,” he said.

The brand’s head of marketing, Rebecca Fryson, said the brand was transforming.

“13Cabs is Australia’s most popular taxi option by far, according to a recent Choice survey. This work is designed to build on that passenger base and remind our audience of all the different times people hail and request 13Cabs. Our cabs have improved, our drivers have improved, our prices are comparable, and our 13Cabs app proudly carries 4.8 stars in the iOS app store as rated by over 30,000 Passengers – so it’s a great time to let people know 13Cabs is there if you need a quick ride,” she said.

Killer heels: 

Meeting mix-ups:

‘I love you man’:

CBF’d: 

Saturday mornings:

‘Gonna need a bigger boot’:

The media for the campaign will be planned and booked by Nunn Media.

In recent years with Thinkerbell, 13Cabs has been attempting to transform its image and fight back against ride-sharing services.

Some campaigns have directly compared taxis to ride-share services, highlighting that the taxi industry doesn’t have surge pricing.

Other attempts to modernise the brand have called on the popularity of Drake, Taylor Swift and Eminem with YouTube pre-roll ads featuring taxi driver ‘Serge’ adapting the lyrics of the songs.

The brand also underwent a refresh with new uniforms, vehicles and branding.

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