MTBOT (Ride Yellow & Drive Yellow)
Challenge: Yellow cabs are one of the most efficient, cost-effective and safe modes of transportation for New Yorkers. With the emergence of competing “ride-sharing” and e-hailing app-based companies in New York City, the “Ride Yellow” campaign was created to remind users of the benefits of yellow cabs in an ever competing market for passengers.
Solution: This 30-second TV spot, titled “Ride Yellow,” was written and produced for Metropolitan Taxicab Board of Trade in New York City with the goal of showing New York City residents and visitors the benefits of riding Yellow using poll-tested messaging. The top messages were that riding Yellow is safe, easier than ever before with the new taxi apps, and won’t break the bank with surge pricing. Further, each of these messages implicitly contrasts with top e-hailing competitors, who have frequently been in the news for driver abuses, unsafe rides, and outrageous cases of surge pricing.
Using catchy, playful, old-time music, a diverse acting cast, and iconic New York imagery, the spot was created specifically to give a “New York” feel. The actors in the spot were chosen to reflect specific e-hail and ride-sharing customer bases, as shown by our data.
The “Ride Yellow” spot has begun airing in the back of nearly 25,000 Yellow cabs in December 2015.
Challenge: Driving a yellow taxi has always been a pathway for those working to achieve the American Dream and it has provided a steady good-paying job for those raising their families in New York City. In a new era of aggressive competition for drivers since the introduction of e-hail app-based companies and other ride-sharing services, the goal of the ongoing “Drive Yellow” campaign is to recruit and maintain the pool of drivers choosing to drive medallion cabs.
Solution: The Drive Yellow campaign was formed to combat the emergence of e-hail app-based companies and other “ride-sharing” companies in New York City, which has created competition for both drivers and passengers.
We devised an aggressive, fully integrated marketing campaign showing both current and prospective drivers why driving Yellow is the way to go, implicitly pointing out that Yellow is better than e-hail app-based companies and other ride-sharing services based on the poll-tested messages that driving Yellow earns good money, allows for flexible schedules, and doesn’t require messy contracts or drivers to pay for maintaining the cabs. Advertising was done across digital and social media platforms, as well as traditional print and cable television venues.
Throughout the evolution of our creative, we worked with demographically appropriate diverse talent in order to serve as credible and familiar voices.
The result of the Drive Yellow campaign thus far has been a huge success, with an increase in the Yellow driver ranks of thousands of drivers, all of whom have been directed through the related DriveYellow.NYC website. This is an incredible figure and represents millions of dollars in renewed revenues for the Yellow industry, as well as the opening salvo in Yellow’s effort to protect and preserve their market share.