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Industry Taxi
Media Promo & PR
Market Russia
Agency RA Voskhod
Copywriter Aleksandr Parkhomenko
Released November 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: TAXI BULLET
Product/Service: TAXI SERVICE
Date of First Appearance: Nov 3 2009 12:00AM
Entrant Company: VOSKHOD, Yekaterinburg, RUSSIA
Creative director: Andrey Gubaydullin (Voskhod)
Art-director: Vladislav Derevyannykh (Voskhod)
Junior creative director: Evgeny Primachenko (Voskhod)
Copywriter: Aleksandr Parkhomenko (Voskhod)
Web-designer: Yuri Gorbunov (Voskhod)
Media placement: Internet-site - internet - 1 November 2009
Media placement: Promoters on street - Streets - 3 November 2009
Media placement: Telephone hold - Telephone number - 1 November
Media placement: Viral video - Internet - 1 November 2009

Describe the objective of the promotion.
There are about one hundred taxi services in Yekaterinburg and one of them is Taxi “Bullet”. We needed to attract a young responsive audience to ensure taxi “Bullet” has the image of the cheapest and the fastest taxi in the city.

Describe how the promotion developed from concept to implementation
We created a fictitious competitor of “Bullet” that was called taxi “Tortilla” (means TURTLE in Russian). and started to promote it as "the cheapest taxi in the city, even cheaper than taxi “Bullet”. “Tortilla” was unique, being the first taxi service without cars. People carried passengers on their shoulders. To advertise “Tortilla” we used a corporate site, internet commercial, “Tortilla” even had a telephone number. On dialing, people were put on endless hold. Apart from that there were real Tortillas working in the city. People in uniform offered shoulder riding for everybody and handed out cards with the main message.

Describe the success of the promotion with both client and consumer including some quantifiable results
The news about unusual taxis was quickly spread in the city’s internet portals and was discussed in social networks. More than 70 000 people dialed the number of taxi “Tortilla” and more than 150 000 people visited the website. Clients database of taxi “Bullet” has grown three times to attract the major part of young people. Now to go quickly and at a low price it is the first taxi people call.

Explain why the method of promotion was most relevant to the product or service
With help of uniqie fictitious walkin taxi "Tortilla" we brought the idea that the cheaper way to move other than by “Bullet” is that on foot.