13cabs calls on Drake, Taylor Swift and Eminem in a bid to ‘modernise’ the brand
13cabs is targeting YouTube users searching for popular music artists with a series of ads featuring taxi driver ‘Serge’ adapting the lyrics of some of their most famous songs.
The company, which was the subject of a rebrand earlier this year, said it was on a mission to modernise the legacy brand.
YouTube users will find the pre-roll 13cabs ads are tailored to their search terms and trending topics, thanks to YouTube’s Director’s Mix offering.
In addition, creative agency Thinkerbell has created a video series – in the form of 15-second videos – which tracks taxi driver ‘Serge’ as he realises people don’t hate him – they in fact despise surge pricing.
Thinkerbell’s Jim Ingram said the evolution from the previous Serge, to this new, younger Serge, played into the refreshed brand.
“In line with the recent 13cabs rebrand, we wanted to represent a fresher, younger Serge with an eagerness to please his passengers, whilst delivering on our promise that the only surge you’ll get with 13cabs is Serge driving.”
Liz Attia, head of marketing at 13cabs, said consumers needed a reason to return to taxis.
“We’re on a journey to modernise the 13cabs brand and give people more reasons to choose 13cabs over other rideshare options by demonstrating a core points of difference,” she said.
“Working with YouTube to support their new platform has given us the opportunity to demonstrate the advantages of having Serge driving, rather than surge pricing.”
Jordan Taylor-Bartels, account director GMG Digital, said in a statement: “We’ve worked really closely with YouTube to craft this campaign in order to best utilise their new platform and tech offering.”
Credits:
- 13cabs
- GMG
- Thinkerbell
- The Sensory
- Brand Music
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Is this paid content? How come every single piece from that business is PR’d? No matter the quality?
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I feel a little bit embarrassed about these. And i just watched them!
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#Cringe :/
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Awful
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No amount of rebrand will make cabs cool. The only point of difference a cab has is that it can be hailed. It is this single thing that needs to be positioned. It’s a functional benefit, not an emotional one.
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These are killer.
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…..are you telling me this client paid these artists for use of their lyrics? Smells like copyright infringement to me…..
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I’ve been stung with surge pricing with uber a few times. Sucks. I’m back on taxis. I like that these have a dig.
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Some more content ideas if you guys need them:
– Serge pulls up at 3am with his window down just enough to ask you where you are going, just to drive off in a hurry.
– Serge talks on his phone the entire cab ride.
– Serge doesn’t turn the meter on and only takes cash.
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– Serge drives terrifyingly fast, safe in the knowledge that there are no meaningful consequences to his bad behaviour
– Serge picks up someone else when he can’t see you and can’t be arsed to call
– Serge keeps the radio on loud even when you’re trying to make a call
– Serge ignores the sound of imminent breakdown or accident coming from his vehicle
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I think they’re kinda cute and likeable.
Now cabs just need to not be a shit experience. The Go or Woah method to how they hit the accelerator and break is what makes me refuse to get in a cab, regardless of no surge pricing being the point of difference. If that’s the point of difference to jump on, then 13 Cabs is missing the point.
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Kudos to them for at least building tailored content, with a decent play on words. They have a long road ahead of them, it’s good to see them making changes.
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Likeable and good message – needs more but great start. Uber is the Facebook of transport (i.e. not good)
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No amount of rhetoric, rebrand or spend will convince me or my friends to ever catch a cab again. You are pushing a big piece of shit up a huge hill and running out of petrol fast.
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One tough client to turn around! NO amount of branding will make cabs cool or make we want to EVER take one again. DECADES of neglect of their customers with deplorable service, awful drivers, horrendous cars and blatant cabcharge gouging cannot simply be undone over night. Cabs need to SERIOUSLY rethink how they operate or please just die.
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Don’t forget Serge doesn’t indicate, doesn’t know his way from the airport to the CBD and runs a red to get a fare than stops in the middle of a lane and sticks his hazzards on
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