13Cabs positions itself as simpler and faster than Uber in campaign via Thinkerbell

Australia’s taxi industry is again pushing back against ride-share operators, by showing itself to be the easier option to get around during nights out.

13Cabs, the consumer-facing brand of Cabcharge, said that if people look up from their phones, they could get around quicker.

The ad, created by Thinkerbell, shows various people struggling to locate their ride-share driver, and becoming increasingly frustrated by the delays. The 13Cabs user, however, smugly jumps in a taxi straight away, seemingly with no issues.

Rebecca Fryson, head of marketing at 13Cabs, said the company had the most safety measures of any personal passenger service in the country, and it was easy to get around using its service.

“Hailing a cab is the easiest way to get a quick ride when you need one. We are all guilty of it, our heads down and preoccupied with our phones that we sometimes forget to look up,” she said.

“13Cabs wants to remind everyone that getting a 13Cabs is so simple, it’s right there in front of you, no need to fumble around with your phone. This campaign is about ‘looking up’ and simply putting out your hand to grab a super quick ride,” she added.

“13Cabs focuses on having plenty of available cabs on the roads during peak times, as well as waiting at hundreds of dedicated cab ranks around the country, so when a Passenger needs a quick ride, 13Cabs is ready and waiting.”

André Pinheiro, lead creative tinker at Thinkerbell said the campaign aimed to be relatable.

An OOH execution of the campaign

“It’s a bit cheeky poking some fun at the current ride-share behaviour, but everyone who sees this says ‘Oh my god, I’ve done that’, and that’s what we wanted to achieve – something relatable that also educates on the 13Cabs point of difference,” he said.

In addition to the TVC, the campaign will be executed across out-of-home and street furniture across the inner-cities.


Creative agency: Thinkerbell
Director: Matthew McCaughey
Producer: Guilty’s Rohan Timlock
Editor: Ryan Brett of Manimal
Sound design: Dylan Stephens at Risk Sound, and
Media: Nunn Media


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