Special Group uses satirical taxi hotline ads in first consumer marketing push from Ingogo

Screen Shot 2015-07-20 at 1.10.05 PMTaxi and mobile payments provider Ingogo has rolled out its first consumer advertising campaign with the firm encouraging Australians to ditch the phone and use technology to book a cab.

The targeted campaign, created by Special Group is running across outdoor, digital and radio in Sydney, and involves a satirical promotion of a 1300 Ingogo hotline, “the number to call if you don’t have the Ingogo taxi booking app”.

The campaign, developed by creative agency Special Group, with Match Media the media agency and Launch Group supporting on PR and communications, will run until August.

The creative includes an actual 1300 Ingogo number that takes callers through a labyrinth of voice messages advising callers to download the Ingogo app and book their cab.

The company said their research showed 88 per cent of Sydney-siders still don’t use taxi apps.

Chief marketing officer Jeff Lim said: “As our first ever major advertising initiative, we wanted a campaign that cuts through the noise and introduced our brand to Sydney consumers – and one that also reflected our values as a high-growth tech player, disrupting a major industry.

“One of the major hurdles is the adoption of technology by consumers that might not be as tech savvy, and we wanted to get their attention, and educate them.

“It’s a cheeky nod towards those who are still using old school methods to book a taxi by calling up over the phone.”

Videos explaining the Ingogo taxi booking app have also been created and feature on its website. They will also be rolled out on its social platforms.


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