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We were asked to establish a unique and meaningful market positioning for ride service Veezu, which would allow them to migrate multiple newly acquired taxi companies to live beneath their new master brand.
Research revealed that taxi users of all ages highly value good service – something often overlooked in favour of speed and tech-led convenience by other ride-hailing services. Which led us to create a new mission for Veezu: to be the UK’s #1 hyperlocal journey provider.
Inspired by this new mission, we created a suite of regionalised launch comms, visually tailored to each local area to demonstrate the brand’s unique point of difference. This was all underpinned by our new ‘Smarter local rides’ strapline, nodding both to Veezu’s technology and community credentials.
Research in our test launch showed that unprompted awareness increased from 0% to 3% and ad recall had a positive cut through of 71% among those aware of Veezu when prompted.
