Ingogo Promo, Case study DRIVING A SYDNEY TAXI REVOLUTION by Beyond The Square Communication

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DRIVING A SYDNEY TAXI REVOLUTION

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market Australia
Agency Beyond The Square Communication
Director Nicole Dickson
Released December 2011

Credits & Description

Category: Best Use of Media Relations
Advertiser: INGOGO
Product/Service: INGOGO SMARTPHONE APPLICATION
Agency: BEYOND THE SQUARE COMMUNICATION
Senior Account Manager: Melissa Wilson (Beyond The Square Communication)
General Manager: Sophie Meere (Beyond The Square Communication)
Account Executive: Georgia Branch (Beyond The Square Communication)
Director: Nicole Dickson (Beyond The Square Communication)
Media placement: Media Release - mX, Switzer, Switched ON section - nationally, The Australian, Start Up Smart, Idea Spotter - 29 June 2011
Media placement: Client interview brief - 2UE - 12 November 2011
Media placement: Media Release - Sydney Morning Herald, the (sydney) magazine, 2GB radio, 2UE radio, Central Magazine, Seven TV News - 2 December 2011

Summary of the Campaign
Campaign summary:

Ingogo, a taxi-hailing system using GPS technology and smartphones, was preparing to launch in Sydney, Australia. A PR program was needed to establish trust and build brand-awareness among taxi-drivers and passengers and encourage downloads and use. In addition to this, the campaign needed to attract the interest of potential investors and position ingogo as the most sophisticated app of its kind, in a market which had existing doubts about similar solutions.

Strategy and execution:
• Over 4 months, a 3-stage media-relations program was developed to:
- Target taxi-drivers; generate brand-awareness, interest and enquiries;
- Target potential investors via business media relations;
- Target potential passengers through mass consumer media for the launch of the app and by incorporating newsworthy, seasonal hooks to secure extensive coverage.

Outcome:
• Mass media coverage was achieved with 74 features across major metro and national print, primetime news, radio segments and business media, with a total audience reach exceeding 10.7m;
• Since its launch in 2011, ingogo has achieved 40,000+ passenger downloads across both Apple and Android smartphone-platforms, and is used by over 1,000 drivers in Sydney, making it one of the most popular taxi-apps available;
• 2 additional investors were secured by ingogo as a direct result of the media-relations campaign.

The Situation
Ingogo is a smartphone application used to hail taxis, which was piloting in the Sydney market. Without a presented proposal, ingogo called the agency on Friday 24th June to commence a PR campaign the following Monday, as the company had been informed of an upcoming competitor-announcement.

The first real competitor to existing monopolistic taxi-booking systems, ingogo, connects taxi-drivers and passengers directly and securely via GPS technology, while remaining compliant with New South Wales (NSW) Transport regulations.

Existing competitors did not meet these requirements. Thus there was a lack of trust in the market. A media-relations campaign was developed to launch and cement ingogo’s position as the number-one taxi-hailing app on the market.

The Goal
The goals of the communication campaign were to generate widespread, positive media-coverage for ingogo. Key objectives were to establish credibility and to position ingogo as the must-have app for taxi-drivers and passengers.

Objectives:
• Enlist an additional investor;
• Reach 30,000 downloads by December 2011;
• Recruit 750 drivers by December 2011.

To achieve these objectives, research was conducted through relevant online resources, industry-bodies' public-releases and social-media, into:
• Competitor apps and target-market feedback;
• Statistics on Sydney’s existing taxi-booking challenges;
• The frequency of fare-evasion and consequential monetary losses;
• Statistics on peak-periods for taxi-use.

The Strategy
Based on ingogo’s PR objectives and limited start-up budget, a comprehensive media-relations strategy was developed.

4 key media angles were identified for media-relations including:

• A pre-launch campaign to establish brand credibility, based on ingogo's founder’s previous, well-known businesses, targeting frequent taxi users and engaging with drivers.
• An investor announcement to further build brand-credibility and attract other potential investors.
• An ingogo launch to encourage initial passenger-downloads.
• A Christmas taxi-statistics seasonal angle to refresh topicality and newsworthiness and increase passenger-downloads.

To reach ingogo’s key audiences - taxi drivers, passengers and current and potential investors - key performance indicators (KPIs) were set:
• 4 x major metropolitan news features;
• 1 TV segment;
• 10 tech features;
• 2 talkback radio segments – an important target as taxi drivers are known to be avid listeners of talkback radio;
• 16 features in business publications.

Execution
A targeted, media relations campaign was launched in NSW, running from 26th June to November 2011.

This approach focussed on one-to-one media-briefings and media trial-opportunities.

A range of media-materials were developed, including:

• 'From Tix to Taxis' - a pre-launch media release;
• 'Reputable investors back ingogo' - an investor-announcement media-release;
• 'All hail ingogo: helping Sydney get from a-b, real easy' - a launch media-release;
• 'Christmas comes early for frustrated taxi users' - Christmas seasonal-angle press-release;
• Development of comprehensive interview-briefs and spokesperson-management.

Due to a high level of media coverage in the pre-launch phase of the campaign, the newsworthiness of ingogo’s launch was maximised using seasonal angles to ensure relevance and topicality. Peak taxi-use seasonal-angles were used to position ingogo as a solution to passenger safety and convenience.

Documented Results
KPIs for media features were exceeded in all target-sectors.

Target sector:
(KPI: Actual Result)

- Major metropolitan news: 4: 6;
- TV: 1: 3;
- Radio: 4: 8;
- Business publications: 16: 23;
- Technology media: 10: 19;
- Local press: n/a: 11;
- In-Flight consumer media: n/a: 2;
- Other: n/a: 2.
- TOTAL: 13: 74.

Key PR achievements:
• Following highlight-coverage in The Australian newspaper and on Sky News’ Switzer TV interview with ingogo founder, Hamish Petrie, major investors were confirmed.
• A download spike was reported following:
- Major Sydney talkback radio segment (2UE) – approx. 250 downloads;
- A segments on Sydney’s top primetime news (Seven News) – approx. 1,000 downloads;
• Following the Channel 7 (Sydney’s top rated news program) the Client reported a spike of approx. 1000 downloads;
• 1,000 licensed Sydney taxi-drivers have registered with the ingogo system since launch;
• Over 35,000 Sydney-based passengers have downloaded the ingogo app since launch i.e. an average of 315 downloads per day.