Together we grew
Campaign resulted in:
+809%
increase in turnover from rides to the airport
Challenge
On the 1st of January 2022, the Finnish taxi company Fixutaxi won the tender for taxi services at the Helsinki-Vantaa airport. Consequently, the company’s cabs are the first ones that arriving passengers see outside of terminal 2 of Finland’s main airport. As most people will hail the first cab they see, the financial implications of the win are massive for Fixutaxi.
However, transporting people away from the airport only constitutes half of the sales potential that winning the tender opened up: in order to transport someone away from the airport, the taxi driver first needs to drive to the airport. And, ideally, there are paying customers in the car in both directions. Thus, the challenge presented to us was to increase the number of people taking a Fixutaxi cab from their homes to the airport.
Solution
What sets Fixutaxi apart from the competition is its simple and transparent pricing. Rides to the airport from the Helsinki metropolitan area are priced at 20€, 25€, 30€, etc. depending on the distance. The campaign Genero designed and implemented for Fixutaxi focused on highlighting the clarity of the pricing model, as well as the competitive prices themselves.
Our campaign creatives prominently featured actual Fixutaxi taxi fares from different parts of the metropolitan area to the airport. By including Fixutaxi cabs in the visuals, we ensured that people would associate the affordable prices with Fixutaxi.
In the ads we also demonstrated the Fixutaxi app, using which one can easily check how much they would have to pay Fixutaxi for a ride from their address to the airport. We designed two sets of animated ads that were also edited and updated during the campaign whenever the need arose.
The primary channels used in the campaign were Facebook, Instagram, and YouTube. Also in use were Google search ads and TikTok advertising. Besides online channels, ad stickers were also produced for Fixutaxi cabs. Because our media budget was limited, ads were run in six-week sprints from January to December 2022.
Results
When a good and competitive product is combined with an efficient advertising campaign, the results are bound to be good. In this case, they exceeded all expectations. Fixutaxi experienced a huge increase in their rides to the airport, with the 2022 turnover increasing 809% over the previous year. And what is more, the campaign was highly cost-effective, with its total costs only amounting to 4.5% of the increase in turnover.
“We have been very satisfied with the campaign and believe that this concept will continue to work in the future. Already at the beginning of 2023, we have seen that this business concept will continue to grow.”
TEEMU ROMPPANEN, CEO, CABONLINE FINLAND
