FixuTaxi
Suoraan perille
Straight there
Context
FixuTaxi is a fixed-price taxi service for price-conscious passengers who want a reliable ride without the premium price tag. It wanted to become the taxi people think of the moment they need a ride.
Approach
When people take a taxi, they want one thing. To get there.
So we stripped everything else away and kept only what mattered.
Perille became the fixed promise.
Suoraan perille. Nopeasti perille. Yhdessä perille.
Straight there. There fast. There together.
The beginning could change with the journey, audience or offer. The promise stayed the same.
My Role
Art Direction · Concept Design · Visual Design · Directing · Multichannel Production · Video Editing
Concept and campaign created together with my copywriter partner.
Airport campaign
The campaign that took off
Context
After FixuTaxi won the Helsinki Airport taxi tender, its cars became the first taxis arriving passengers saw at Terminal 2.
But before they could take passengers from the airport, the cars first had to get there.
The business challenge was to fill those journeys with paying customers.
Approach
Airport fares could vary by as much as 90€ between operators.
FixuTaxi offered the opposite.
One clear fixed price based on where the journey started.
20€. 25€. 30€.
We extended the Suoraan perille idea to airport journeys and built the campaign around price clarity.
The fare led every execution. A FixuTaxi cab appeared in every frame, connecting the low price directly to the brand. The app showed passengers where to check their own fare to the airport.
Two sets of animated ads were updated as prices, areas and channels changed.
The campaign ran in six-week bursts throughout 2022 across Facebook, Instagram, YouTube and at Helsinki-Vantaa Airport. Google Search ran monthly, TikTok was added in the autumn, and the taxis carried the campaign on their window stickers.
Targeting focused on the Helsinki metropolitan area, with a smaller campaign in Oulu.
Impact
Airport ride revenue grew 809% year on year.
Monthly growth ranged from 364% to 2,585%, peaking in May.
The entire campaign, including production and media, cost less than €44,000. That was equivalent to 4.5% of the revenue growth.
"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
My Role
Art Direction · Concept Design · Visual Design · Multichannel Production
Campaign created together with my copywriter partner.
