| Title | TAXI METER APP |
| Brand | NOKIA PHILIPPINES |
| Product / Service | NOKIA |
| Category | B03. Consumer Services |
| Entrant | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| Entrant Company: | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| Advertising Agency: | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| 2nd Advertising Agency: | WUNDERMAN Manila, THE PHILIPPINES |
| 3rd Advertising Agency: | NOKIA PHILIPPINES Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Marcus Rebeschini | Y&R Singapore | Chief Creative Officer (Asia) |
| Badong Abesamis | Y&R Philippines, Inc. | Executive Creative Director |
| Mel Orlina | Y&R Philippines, Inc. | Creative Director/Writer |
| Jon Salutal | Y&R Philippines, Inc. | Senior Art Director |
| Anabelle Dizon | Y&R Philippines, Inc. | Art Director |
| Mary Buenaventura | Y&R Philippines, Inc./Wunderman Philippines | Chief Operating Officer |
| Nery Neves | Y&R Philippines, Inc./Wunderman Philippines | Business Unit Director |
| Jobelle Nepomuceno | Y&R Philippines, Inc./Wunderman Philippines | Account Manager |
With hardly any promotion, the Taxi Meter App has been downloaded more than 2,500 times, increasing traffic to the ovi store.
The idea was inspired by the daily experiences of working Joes and Janes. Taxi meter fraud has become an accepted part of life, but technology can help change this--by coming up with an app that works like a taxi meter. Turning the screen of the smartphone to one that looks like a taxi meter, this app actually works like one, checking whether the actual meter of the taxi s/he's on is running too fast. The agency worked with programmers to create an app that may be reconfigured to work in other countries as well. The app also has a provision to report cheating drivers to the government.
In terms of patronage, the Apple App Store beats Nokia's ovi store hands down. A strategy to address this, and to make the ovi store more popular is to beef up the apps it has available for download. By making sure these are useful utilities that unleash the potential of consumers' Nokia devices, these apps ultimately help the brand strengthen its equity as a total provider of mobile solutions. The truth, however, is that both the ovi and Apple stores are flooded with cute but ultimately useless apps. The idea was to come up with one that can help many people, driving increasing traffic to the store.