DON'T DROP THE REWARD

TitleDON'T DROP THE REWARD
ClientTAXI MONGER
Product / ServiceTAXI HIRE SERVICES
CategoryA08. Data Insight
EntrantFCB Kuala Lumpur, MALAYSIA
Idea Creation FCB Kuala Lumpur, MALAYSIA
Production FCB Kuala Lumpur, MALAYSIA

The Campaign

We gamified good driving with Don’t Drop the Reward; a mobile app that rewards drivers with cups of coffee for good driving. The less jerky the ride; the more virtual coffee stayed in the cup. The more coffee in the cup; the more free coffee the driver received. A little caffeine, a little less fatigue. And best of all, passengers began to receive smoother, safer rides. But this isn’t just about some free coffee, it’s about free advertising for the best drivers. Because the less coffee spilled, the greater the driver’s rating. Potential passengers can view the coffee reviews and choose the best driver. Less frustration, less fatigue, less impatience makes for better driving.

Creative Execution

• Implementation: Mobile App • Placement: Google PlayStore, Apple AppStore • Scale: Small • Brand relevance: - Data enhanced consumer experience TaxiMonger drivers get to redeem a free cup of coffee based on the data shown on their virtual cup of coffee. - Data driven behaviour change TaxiMonger drivers have become safer drivers. - Business impact Perception towards TaxiMonger drivers have become more favourable and has translated to more business. • Touch points: Mobile/Digital • Materials, style elements, design choices: NA • Methods and process: We gamified good driving with Don’t Drop the Reward; a mobile app that rewards drivers with cups of coffee for good driving. The less jerky the ride; the more virtual coffee stayed in the cup. The more coffee in the cup; the more free coffee the driver received. A little caffeine, a little less fatigue. And best of all, passengers began to receive smoother, safer rides. But this isn’t just about some free coffee, it’s about free advertising for the best drivers. Because the less coffee spilled, the greater the driver’s rating. Potential passengers can view the coffee reviews and choose the best driver. Less frustration, less fatigue, less impatience makes for better driving. • Timeline: 9 April 2016

Over the course of 2 weeks, Don’t Drop the Reward has enjoyed constant on-the-road coverage by both drivers and passengers alike. It was well-received, generating impressions all over the city. The app has gotten increasingly popular among Taxi Monger drivers, raking in numerous compliments from satisfied customers who acknowledged the efficacy of the app, praising Taxi Monger drivers for their attentive driving behaviour. Around 500 participating Taxi Monger drivers were rewarded with coffee for their positive attitude, leading to many cups of coffee redeemed in just 2 weeks. The end result was a proven success, ultimately seeing a 20% increase in taxi hires for Taxi Monger.

It isn’t just about free coffee, it’s about free advertising for the best drivers. Because the less coffee spilled, the greater the driver’s rating. Potential passengers can view the coffee reviews and choose the best driver. Less frustration, less fatigue, less impatience makes for better driving.

Credits

Name Company Position
Shi Ping Ong FCB Kuala Lumpur Chief Creative Officer
Alvin Ng FCB Kuala Lumpur Creative Director
Alvin Ho FCB Kuala Lumpur Creative Director
James Mok FCB Auckland Asia Pacific Executive Creative Director
James Voon FCB Kuala Lumpur Art Director
Goh Kien Kok FCB Kuala Lumpur Senior Art Director
Alvin Ho FCB Kuala Lumpur Art Director
Quek May Yi FCB Kuala Lumpur Copywriter
Alvin Ho FCB Kuala Lumpur Copywriter
Shaun Tay FCB Kuala Lumpur Chief Executive Officer
Natasha Aziz FCB Kuala Lumpur Head Of Account Management
Alvin Gan Orange Apes Studio Programmer
Amy Low FCB Kuala Lumpur Designer
Lee Zhong Han FCB Kuala Lumpur Graphic Designer
ShootWorks ShootWorks Producer
Rawr Pictures Rawr Pictures Animator
Links
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