We’re getting behind the wheel for this one.
It’s a Sunday afternoon, and it seems like the entire town’s out for the day, judging from the amount of traffic surrounding the mall. But somehow, you forge your way through, impatiently inching forward until you’re finally in the basement parking area and then…
You spend 30 minutes circling around, before giving up in frustration and spend an extra 10 minutes finding a parking spot that’s way too far away, and that’s if you’ve got some patience left.
Some days, it’s easier to just leave, because you can’t even be bothered. We’ve all been there before.
The convenience of being able to drive is a thing oft-taken for granted. However, it’s only when you’re stuck behind 3 other cars waiting for somebody to leave in order to park and do your grocery shopping, that you’re suddenly wishing you weren’t the one driving at all.
That’s where Dart, the nation’s first ride-hailing service, would come in to solve the problem — or at least, it would have, if more people knew about it. Fortunately, we had the opportunity to give the brand a little boost that could help them to stand out as a niche and yet, favourable choice; especially when driving on your own might not be a feasible option.
There were a couple of speed bumps that we needed to overcome for this particular digital project: one, we had to figure out a way to heighten the brand’s awareness among its target audience, and second, we had to find a way to help increase the potential for the brand’s demand.
After a number of brainstorming spins around the racetrack (at a safe speed limit, of course), we decided to give the brand’s personality a minor facelift through its social media platforms, with some help by way of strong, provocative copy, and launched the digital campaign for Dart. To do so, we needed something that would capture the attention of the target audience, and stand out among the market while promoting Dart’s services.
With the brand’s bright colours, reminiscent of taxicabs with the vivid yellow, it wasn’t too much of a stretch to pair that with assertive copy that was still playful enough to keep the entire tone lighthearted, but also persuasive. We also used references to the local lifestyle, such as tongue-in-cheek jabs at the difficulties of finding parking, while advocating the brand’s convenience for those seeking to save time, or are unable to find a ride to get to their destination.
As a result, brand awareness was successfully increased, along with the potential for demand, with notable download numbers for the ride-hailing app.
Sometimes, it’s not about the destination, but the journey that makes the whole trip this digital campaign took us on worth it.