Skip to main content
dentsu Logo

Global (English)

Dentsu Group ( English | 日本語 )

Language Menu

  • Africa (English)
  • Asia Pacific (English)
  • Australia (English)
  • Austria (Deutsch)
  • Benelux (Nederland | English )
  • Brazil (English | Portuguese )
  • Canada (Français | English )
  • China (中文 | English )
  • Denmark (Dansk)
  • Finland (Suomi)
  • France (Français)
  • Germany (Deutsch)
  • Greece (English)
  • Hungary (Hungarian | English )
  • India (English)
  • Indonesia (English)
  • Ireland (English)
  • Israel (English)
  • Italy (Italiano)
  • Japan (English | 日本語 )
  • MENA (English)
  • New Zealand (English)
  • Norway (Norsk)
  • Poland (Polski)
  • Southeast Europe (English)
  • Spain (Spanish)
  • Switzerland (English)
  • Sweden (English)
  • Taiwan (中文 | English )
  • Turkey (English)
  • UK (English)
  • USA (English)

Main Menu

  • Home
  • Who we are
    • Dentsu
    • Our agencies
    • Our leadership
    • Social impact
  • Our work
  • Solutions
    • AI Playground LATAM
    • Navegg
    • Dentsu Commerce
  • Our thinking
    • Our latest thinking
    • Blog
  • Media and Investors
  • Careers
  • Contact us

mcgarrybowen: United Airlines

Mcgarrybowen Logo
United logo

0

taxis fitted with GPS trackers synched with real-time data comparing travel times

0

uplift in brand favourability

0

United passengers from Newark Airport

Challenge

United moved all their JFK flights to Newark Airport (EWR): thousands of employees and a massive fleet of state-of-the-art airplanes.

But how to solve the problem that New Yorkers thought JFK was closer?

Solution

With the humble taxi.

The entire industry took notice: nothing like this had ever been attempted: 125 taxis were outfitted with GPS trackers synched with real-time traffic data comparing travel times.

Result

The concept drew attention from all quarters as New Yorkers saw with their very own eyes they could get to EWR up to an hour faster than JFK.

Brand favourability soared to 55%.

So did United passengers from Newark, to +810.000.

Apparently taxis drive more than people; they also drive perceptions.

mcgarrybowen United Airlines

mcgarrybowen

mcgarrybowen, founded in 2002, has grown to become one of the most successful agency start-ups ever. The agency is now a global, full-service, integrated marketing communications agency network with 12 offices around the globe.

Famous for Big Organizing Ideas and results-driven creative campaigns, mcgarrybowen counts some of the world’s most iconic companies as its clients, including American Express, Intel, Disney, United Airlines, Subway, The Clorox Company, The Kraft Heinz Company, Mondelēz International, Marriott, Chevron, Northrop Grumman, Hallmark, and Crayola.

Find out more

Canon Color Blind

The initiative uses the Canon Mega Tank print test to help parents and teachers detect the first signs of color blindness in children.

Read more

Dentsu: CupNoodles 26+1

To escape the curse, Cup Noodles®, modify the campaign in celebration of Brazil's 27th anniversary.

Read more

Gotsui Wasabi Strengthens Nissin's Asian Flavors

NISSIN Hires Japanese Series Star in New Campaign

Read more

NBS: Hashtags of Art

NBS's Creation Language for Museum

Read more

Policies

  • Privacy notices
  • Cookies
  • Global privacy principles
  • Terms and conditions
  • Accessibility

Contact

Sitemap

Connect

  • Visit us on Instagram
  • Visit us on Facebook
  • Visit us on LinkedIn
  • Visit us on Twitter
  • Visit us on YouTube

Notwithstanding any actions or statements by the Dentsu Group globally or outside the U.S., it will continue to abide by all applicable laws and regulations in the U.S.

Any statements or actions that purport to relate to the Dentsu Group and are inconsistent with U.S. law or guidance should be interpreted as, and deemed, not applicable to the U.S.