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.
https://www.youtube.com/watch?v=6KhHKcxpG3Y
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.
Credits:
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
Agency got the message across in a simple and effective way. Pity more ads weren’t focused on this method without the viewer trying to work out what is the connection with the product.
They make a good point, Uber was good at first but has seriously lost its mojo, drivers cancel all the time or just dont move so they get cancellation fees, there is also no way of knowing if the driver is who he says he is and no cameras, unlike taxis.
Thanks for the laugh, Thinkerbell. I especially like the line on the outdoor “Need a quick ride from Bourke Street?” Which would end in, “Our drivers will ask you where you’re heading then keep on driving.”
How about another option: “Looking for easy payment options? Our eftpos machines are all busted.”
“Heading to the Airport? Sorry, our drivers are currently blockading it.”
“Heading to the city from St Kilda? Here’s a scenic tour of Bentleigh on the way.”
“Booking? Sorry, what booking?”
This campaign just writes itself.
The insight is based on a false premise. If it were true, Uber would not have fulfilled a need. Awful strategy. But don’t take my word for it, let’s see how it plays out.
LULZ
Some things you just can’t market your way out of. The current situation with cabs in Australia is one of them.
They really did a good job with what is a terrible product. Cabs have almost nothing going for them apart from your ability to hail them off the street so focusing on that and attempting to highlight the problems with ride sharing is the best they could do. I’m still not going to get a cab again but could anyone have done any better?
An industry taking its last breaths.
The idea of hailing a cab as the easiest way to get a ride is not wrong, but the fact is the shoddy experiences of riding in cabs have put people onto Uber. Uber delivers a much more sophisticated and consistent customer experience, regardless of minor gripes people may have. Until 13Cabs or whichever other operators can transform the experience aspect, I suspect selling themselves on the back of ‘the easiest way’ won’t work. I often see taxis while I’m waiting for my Uber and feel thankful I don’t have to use them, such is the expectation of disappointment. The ‘easiest’ way isn’t enough when the cab smells fusty and it sounds like the wheels are literally falling off.
Sadly you can call an Uber before going outside which renders this a steaming pile, just like most cabs.
Not even the skill and expertise of Thinkerbell can put lipstick on this pig which is Australia’s city cabs .
Appalling strategy.
The taxi industry should be setting quality standards around their vehicles and ruthlessly policing them before they consider advertising.
Perhaps then they’ll have a claim people just might believe.
…but you can’t laugh your way out of the current state of the AU taxi industry. [Edited under Mumbrella’s comment moderation policy]
When will Cabs wake up? There is over 20 Apps to book a taxi vs one app worldwide for Uber. Time for change!
Don’t forget the cabbie I hailed who managed to get lost on a straight road in Northcote. Or when trying to get out of the city at 2am and they’ve all magically vanished.
This is just baaaaaad
where is Ferrier Couzens Reid and Ingram credited in this work?
I’d like to retract my comment that the ad is a steaming pile. The ad makes the best point it can but like Groucho says below “lipstick on a pig”.
I love Uber and I never get cabs because of the dishonesty: they often say “How much do you want a receipt for?” and on that basis we use Uber for business.
There’s plenty to attack: Uber’s not as cheap as it was, overcharges new drivers, there’s a glitch that sometimes charges for tolls when you didn’t go that way, Ola has all the drivers that Uber kicked off and their cars are absolutely awful.
Sadly most of these would be pot, kettle cab.
Find a competitive point of difference to the competitor that has a consumer benefit – then dramatise it and remind people about it with advertising.
Crazy stuff. No wonder a few people are getting so mad.
That you found a point of difference is undeniable. That cabs are crap is just as undeniable. A good cab and driver in the city is like a unicorn: a lovely idea rarely encountered.
A bit early to predict the death of the taxi industry.
The new economy is a fickle beast and a learning curve for authorities. It only takes a single government decision and the likes of UBER and other rade sharing platforms are totally fucked.
UBER is a company that truly teeters on a thin line. Even small changes by governments concerning the way they do business make a huge impact internally to their operating cash flow. There are a large number of analysts who quietly predict that UBER will the largest business failure of all time, some even go to the extent that it is the worlds largest Ponzi Scheme.
We’ll just have to wait and see when venture capital investors decide that enough is enough and they’re not prepared to subsidise the worlds transport and food delivery habits anymore.
Taxis actually created Uber because if they didn’t offer such an horrific experience then the need for ride-sharing companies like Uber would have never became a necessity. In my travels around the world, with the exception of Japan, pretty much all of my Taxi experiences have been equivalent to smashing my knee on a table and since that is one of the most painful experiences I know it is something I will not be doing ever again I don’t care if there was a parade of Taxis parading pass me in the middle of the desert I would rather walk. Uber is the now and Taxis are the 2000 and late.
Personally I hate auBER. I hate the experience and I hate the fact it exploits the drivers. I also hate the fact it’s a house of cards and runs at a loss.
I wish 13cabs every success and glad they are getting their shit together.
Taxis still have rude drivers and dirty cabs. Making an ad like they have does not convince anyone. Nice try but failed miserably. I’m an uber customer and I’ve never had a problem at all. Let the battle begin.
Ok so I went a bit hyperbolic with my opening gambit. I actually think the future of mobility is all up for grabs. It’s just that Uber is currently way out in front and taxis as-we-know-them are way behind.
If the taxi industry can reinvent itself in line with changing needs and expectations it can play a big role (why not go 100% electric…or create a massive carbon offset loyalty program…or take a punt on self-driving vehicles…or massively redefine the experience of a short trip etc). But, it looks like it’s more interested in clutching at straws and selling us the same shit than actually changing its own game. A classic disruption case.
As for governments, they’ll always be guided by economic interests and also swayed by consumer sentiment. I doubt they will pull the rug out from Uber at this stage…ridesharing is too deeply embedded into our economies and our ways of life.
People can have their choices, uber or taxis. Taxis have been around for a very very long time and like it or not they will still be around for a very very long time. They are slowly but surely lifting their game and improving as now we have much cleaner and nicer cabs then what we were used to. Their despatch system is not upto the scratch but one day they will catch up. At least in the taxi you can see what you are being charged for and haggle your fare. Try that in Uber, I have no idea.
Which cab company do you drive for?
I liked it, Adam.
And I’ve done this many times so the insight rings true.
You can totally blame the Government for ALL SHORTCOMINGS in taxi industry ie threw driver training requirements out the window, wage theft, discrimination, racism, no fare increases, 13 cabs treating drivers like employees, deregulation etc etc !!!!!!!!!!
You will not get fringe benefits tax Benefit if you use Uber for business. It only applies to taxis
Lol… You have more chance of getting a different driver than what’s on the id with taxis.. Almost impossible with rideshare drivers…
Such a bs campaign… Just wait for the taxi drivers to ask where you are going and to reply to you that they not taking you coz they don’t want to go that direction…
They will never ban uber and the likes… The revenue they raise through gst and uber reporting to ato every cent they pay the drivers… Just not gonna happen…
Lol… You know how nuch is gonna cost before you order the car on uber
Which taxi company you drive for?
Fare increases? Aren’t they ripping off people enough?
There is one app for each taxi company, Uber included.
… And did you get that Head Thinker role, Henry?
13 cabs treat their drivers like slaves. If driver doesn’t wear their updated uniform, they blackmail them via deactivation !! If drivers don’t display ALL 13 cabs decals, they blackmail them via deactivation !! If operator add their own decals on THEIR car promoting operator business, they blackmail them via deactivation !! 13 cabs in Melbourne are BULLIES !
No, the point is Uber is involved with predatory pricing ! And Uber drivers are complaining their getting $10 per hour ! Look at all the protests overseas about it. Would you have any conscience being driven by a slaved Uber driver ? Taxi rates in Australia: $1.60 per klm Melbourne, $2.20 per klm Sydney, Brisbane etc. Don’t complain about taxi rates in Melbourne !!
No, the point is Uber is involved with predatory pricing ! And Uber drivers are complaining their getting $10 per hour ! Look at all the protests overseas about it. Would you have any conscience being driven by a slaved Uber driver ? Taxi rates in Australia: $1.60 per klm Melbourne, $2.20 per klm Sydney, Brisbane etc. Don’t complain about taxi rates in Melbourne !!
But!!! who carries cash or has their credit card to pay at the end of the hailed taxi ride?? The safest easiest way is in app payment offered for app booked trips. Out of the car in less than 3 seconds too!
Well produced ad, but personally I have never had a Uber cancel or ever be more than 8 minutes away. Normally 5 mins max. Recently had a few taxi rides to re-compare as Uber prices have creeped up and as expected taxis are still way more expensive . Sydney Airport to Rosebery last week. 4km – $36.90 . Very little traffic at that time aswel. Uber to airport 2 days prior with no traffic as it was 8 pm was $ 15.70