Free rides to work – a rebranding event meets bumper car fun
MyTaxi’s €5 million marketing campaign in Ireland included a brand activation on Dublin’s Grand Canal, where a 160 metre bumper car track gave commuters free rides to work in custom fit bumper cars!
Create // a Rebranding Event to Celebrate a New Company Identity
Hailo, the taxi hailing app, became MyTaxi. And they wanted to celebrate the change of name by bringing a bit of joy to commuters’ lives. Catapult worked with Guns or Knives and MyTaxi to bring the event to life.
Catapult collaborated with Guns or Knives on the creation of the brand activation, feasibility studies, permission from Waterways Ireland and overall event design, build and production of the one-of-a-kind activity.
Experience // an Unforgettable Commute
The stretch of the Grand Canal between Leeson Street and Baggot Street was turned into a giant bumping car track for the day. With a fleet of badass bumper cars and 160 metres of a custom-built speedway, we gave midweek commuters the ride of their lives. It was Dublin’s first ever bumper car taxi service! MyTaxi gave Dublin commuters lifts up and down the south bank of the canal for one day only on Wednesday, 5 April. They were running from 7-11am, 12:30-2pm and 3:30-7: 30 pm. If nothing else, it was certainly a novel way to beat the traffic.
Impact // a Refreshed Identity
Ultimately, we generated fun around the MyTaxi to Hailo rebrand on the streets of Dublin. It caused major FOMO.
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- Event date: 05/04/2017
- Location: Dublin
- Client: MyTaxi
- Production Manager : William Pidgeon
- https://www.thisiscatapult.com/contact/: Dave Greaney