Pull over Uber, 13cabs has undergone a national rebrand that puts the customer front and centre, with the help of its agency Thinkerbell.
The new work for the consumer-facing brand owned by Cabcharge involved the Thinkers and Tinkers at the agency literally putting themselves in the driver's seat.
“Going through the driver training process, getting our taxi licences, and listening in on the 13cabs Contact Centre has given us a real insight into the role the company plays in helping millions of Australians get to where they need to go," Thinkerbell co-founder Jim Ingram says.
He explains that the campaign, which involves multiple customer touchpoints, online, radio and out of home, is designed to tell these stories and to help build pride back into its driver network by highlighting the important role the drivers (from all backgrounds) play in connecting Australians around the country.
The rebrand impacts all customer touchpoints including a completely redesigned app and national fleet of cars to differentiate the company, improved driver training, uniforms, and comms, along with an overhaul of the 13cabs' customer experience.
Head of marketing at 13cabs, Liz Attia, says real employees add authenticity by telling their stories in the new campaign.
"These people include Karen our contact centre supervisor who has been with the company for over 20 years, Saeed, a career driver at 13cabs for 27 years, and Nick who manages the lost property, and driver training for passengers with special needs,” Attia says.
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