Gett, previously known as GetTaxi, is a black taxi app for private rides. They work with thousands of the UK's highest rated and fully licensed black cab drivers to provide exceptional service.
Gett wanted to demonstrate their services, especially in an age of Uber and Fly, and how they can compete and differentiate for their target audiences. DRPG's strategy was to build lasting brand awareness and increase market dominance by achieving the following: Increase web traffic to Gett.com/uk website; Boost app downloads; Use organic and programmatic social media to increase likes, shares and follows; Draw away market share from Uber and other transport routes; Build trust in Gett.
We crafted a suite of five driver stories, each emphasising the qualities and skills that make Gett drivers the best. These melded their use of knowledge and personal attributes, such as the sport and charity work that makes their drivers a cut above the rest. These stories were filmed as social media outreach tools. We provided a hyper-targeted plan which stole audiences directly from the competition (as well as by demographic, geography and job roles). We also crafted press content and stories that reacted and responded swiftly to Uber controversies in London at the time. The combination of positive, emotive storytelling, filmic social and proactive PR all aligned to ensure Gett remained the dominant taxi service in London.
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