• Easy Taxi launching campaign (2014)

    Objectives

    • Raise brand awareness
    • Position Easy Taxi as a proactive brand committed to enhancing users’ travelling experience
    • Build up rapport with key media to reach out to end-users and industry group

     

  • Easy Taxi launching campaign (2014)

    Challenges

    • Educate target audiences about Easy Taxi app usage and its benefits
    • Rightly position Easy Taxi and its vision in Vietnam
    • Navigate and establish a positive image in support of the taxi industry in Vietnam 

  • Easy Taxi launching campaign (2014)

    Strategies

    • Familiarize the media with Easy Taxi brand by frequent updates of information and activities
    • Create opportunities for the media to experience the app
    • Conduct frequent face-to-face sessions for Easy Taxi to interact with the media and leverage their support

     

  • Easy Taxi launching campaign (2014)

    Activities

    • Distributed press releases to introduce and update information of Easy Taxi
    • Placed online banners and PR placements on popular publications among target audiences
    • Organized a press launch in Hanoi with the participation of Chairman of Hanoi Taxi Association and drivers
    • Organized Meet & Greet sessions with the media
  • Easy Taxi launching campaign (2014)

    Results

    • 200 media coverage during the period of February – September 2014, including coverage on 5 prominent TV channels
    • 18 members of the media attended the press launch in Hanoi

     

  • Easy Taxi launching campaign (2014)