FEBREZE TAXI

TitleFEBREZE TAXI
BrandP&G
Product / ServiceFEBREZE FOR CAR
CategoryC02. Use of Mobile
EntrantPARAGON Tokyo, JAPAN
Idea Creation GREY TOKYO, JAPAN
Idea Creation 2 TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN

Credits

Name Company Position
Masanori Tagaya GREY TOKYO Senior Creative Director
Hiroyoshi Koji GREY TOKYO Interactive Creative Director
Takeshi Iwamoto GREY TOKYO Associate Creative Director
Erika Inoue GREY TOKYO Senior Art Director
Atsushi Sasaki GREY TOKYO Senior Art Director
Rui Nago GREY TOKYO Senior Planning Director
Mao Fujii TFC Plus Corporation Director
Shota Sawabe TOHOKUSHINSHA FILM CORPORATION Producer
Hiroyuki Maki TOHOKUSHINSHA FILM CORPORATION Production Manager
Mana Okada TOHOKUSHINSHA FILM CORPORATION Production Manager
Yusuke Oki NA (Freelance) DOP
Yasutoshi Tanaka NA (Freelance) Music
Hiroyuki Nakamura Freelance Editor
Ben Conkey cutters tokyo Colorist
Yosuke Tanno GREY TOKYO Group Account Director

The Campaign

Taxi users will not know whether a taxi is smelly or not until they actually ride one. Our creative solution is to turn smelly taxis into fresh-smelling ones with Febreze car air refresher and make them recognizable prior to hailing one. We named these fresh-smelling taxis, “Febreze Taxi”. We also developed original taxi-hailing app where taxi users can detect, track down and book Febreze Taxis whenever they want.

Creative Execution

?We distributed the products to a leading taxi company, Nihon-Kotsu, and in a joint effort, dispatched the "Febreze Taxis" with stickers making them recognizable from outside. ?We also co-launched an original taxi hailing app where the users can detect, track down and book Febreze Taxis from the app. We did not use this project via paid media. ? Media: This was mainly announced via newsletters from P&G and Nihon-Kotsu. (no paid media) ?Timeline: 30/08/2016 – 29/09/2017

Results

? 9,300,000 people nationwide, have experienced Febreze Taxi in just one month. ?107,000,000 media impressions including TV shows, newspapers, online news, and SNS. (Earned media: US$ 1,300,000) in one month. ?The project increased `odor` awareness among taxi companies. Nihon-Kotsu, a leading taxi company in Japan, launched "odor checkup" for the drivers. ?Sales of Febreze car air refresher increased 10% vs. previous month.

We believe that one of the most important criteria of this category is whether the activity can directly approach and benefit the right target; those with immediate need for the product or service. "Febreze Taxi" is an activation which benefits taxi users who want to avoid smelly taxi but do not know how. The activation enables the users to book a non-smelly taxi on-demand using their smartphone taxi app. By doing so, users will be able to experience the refreshing taxi ride provided by Febreze's car air refresher.

According to a consumer survey, more than 90% of the taxi riders responded that they have experienced being bothered by smell. However, the true issue is that taxi users will never know whether a taxi is smelly or not until they get one. It is like Russian roulette. But what if you could know beforehand? Our strategy is to make fresh-smelling taxis recognizable so that taxi users can deliberately choose them.

Links

Application URL