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

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uplift in brand favourability

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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

The Story Lab

Story Lab küresel ölçekte premium eğlence içeriği üreten, yatırımı yapan ve dağıtan Londra merkezli bir hizmet ajansıdır.

Los Angeles, Singapur, Paris, Moskova, Hamburg, Madrid, Sidney ve Mumbai'nin de dahil olduğu 20'den fazla ülkede faaliyet göstermektedir.

Story Lab, 201 yılından bu yana reklamverenlere stratejik içerik üretimi, ortaklık ve para kazanma çözümleri sunarkeni başarılı prime time TV şovları ve filmlerin dağıtımını yapmaktadır.

Dentsu Aegis Network'ün bir parçası olan Story LAb tüm dünya genelinde eğlence, pazarlama alanında uzman 300'den fazla çalışan barındırmaktadır.

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