Rikkis taxi & shuttle service "Mirror"

Public transport in Cape Town is unreliable and unsafe at the best times, and so people who go out for a night on the town often take chances by driving under the influence of alcohol. It was these individuals that Rikkis, the city's iconic door-to-door taxi company, wanted to focus on. Being a young and dynamic brand, they wanted to promote their service in an unusual way. Extra large posters were displayed in restrooms of popular restaurants, bars and clubs where the company's direct-line phones are installed. The posters specific positioning brought the concept to life because when viewed in the reflection of the mirrors above the washbasins, they gave the consumer the impression that they were posing for a police mug shot. This turned out to be an engaging way of offering a simple alternative to breaking the law.

Agency: DraftFCB Cape Town, South Africa.

NS Hispeed "Police Speed Camera"

NS Hispeed is part of NS (Dutch Railways) and offers high speed rail links throughout Europe. The trains in the company's network present a very fast - up to 300 kph - and very comfortable alternative to the car, but still a lot of people seem to prefer long hours behind the wheel and the risk of traffic jams and speeding tickets. To make them see the error of their ways, they placed police cars with speed camera's next to main motorways leading to the Dutch border. These were hidden behind a trailer - a well known trick of the traffic police- that had a billboard on it, telling you to "treat yourself to the highspeed train".

Agency: Only Amsterdam, The Netherlands.

The Speeding Ticket Mailing.

German Rail has built a number of high-speed tracks with top speeds up to 300 kph. They were to create awareness for this, in particular amongst car drivers who still consider rail transport to be slow. The Speeding Ticket mailing. It looks exactly like one of those dreaded German speeding tickets. On closer inspection you'll find out that traveling by rail means speeding at 300 kph without fear of arrest. This playful mailing was sent to car owners in the catchment area of new german Rail high-speed rail connections (Frankfurt, Munich, Cologne, Stuttgart and Nürnberg) to demonstrate who is ahead in the race between rail and road. Rail ticket sales increased by 30% in the test pesponse period.

Agency: Ogilvy Frankfurt, Germany.

Das Taxi "The new Time Table 06/07"

Das Taxi has established itself amongst Hamburg's taxi cab operators as the "Autonomous Way Ahead". The simple product statement, "anytime, anywhere" and the telephone number 22 11 22 should be communicated towards local public transport passengers. Das Taxi attracts attention with its own interpretatation of a special public transport insignia: The new time table 06/07 was distributed to waiting passengers in underground and railwaystations. The detailed booklet is all in red, just like the official public transport guide. Times, accurate to the minute, services and booking options are shown in every street in postcode region 20. Local newspapers reported about passengers being confused by the "new" time table. In the two months of the campaign orders for "Das Taxi" increased by 7% compared to the same period in the previous year. Bronze Eurobest Winner 2007.

Agency: Nordpol+Hamburg, Germany.

Das Taxi "Anytime, Anywhere"

Das Taxi has established itself amongst Hamburg's taxi cab operators as the "Autonomous Way Ahead" The simple product statement, "Anytime, Anywhere" should be communicated towards local public transport passengers to create direct contact with potential customers. Das taxi attracts attention whit its own interpretation of all public transport insignia: Next to the official route information hangs a special route map. Every street in hamburg can be found on it. To highlight the billboard's launch, Das Taxi distributed the timetable 06/07 to waiting passengers. Times, accurate to the minute, services and booking options are shown for every street in postcode region 20. An online journey planner enables users to specify the start and end of their journey in great detail. Local newspapers reported that passengers were confused by the "new" route map and the time table. In the two months of the campaign orders for "Das Taxi" increased by 7% compared to the same period in the previous year. After a few weeks, Hamburg's passenger transport authority banned the billboards from their stations. Bronze Eurobest Winner 2007.

Agency: Nordpol+Hamburg, Germany.

Das Taxi "Anytime, Anywhere"

DAS TAXI has established itself amongst Hamburg's taxi cab operators as the "Autonomous Way Ahead" The simple product statement, "Anytime, Anywhere" should be communicated towards local public transport passengers to create direct contact with potential customers. DAS TAXI attracts attention whit its own interpretation of all public transport insignia: Next to the official route information hangs a special route map. Every street in hamburg can be found on it. To highlight the billboard's launch, DAS TAXI distributed the timetable 06/07 to waiting passengers. Times, accurate to the minute, services and booking options are shown for every street in postcode region 20. An online journey planner enables users to specify the start and end of their journey in great detail. Local newspapers reported that passengers were confused by the "new" route map and the time table. In the two months of the campaign orders for "DAS TAXI" increased by 7% compared to the same period in the previous year. After a few weeks, Hamburg's passenger transport authority banned the billboards from their stations. Silver Eurobest Winner 2007.

Agency: Nordpol+Hamburg, Germany.

Antral "Taxi Sign"

Antral is an association that represents most taxi companies in the country. Increase the demand for usage of taxis at night. Reach people that go out at night and drink at the exact place and time where they can decide to take a taxi instead of drunk-driving their cars back home. Yellow prisms were held out (with a magnet) to cars parked on streets of the major night spot in the city, making car rows look like a taxi park. On the back was written "If you've been drinking don't risk it. Call 7070 308 294" In the first night Antral registered an unexpected increase of almost 50% in their incoming calls between 0h00 and 4h00 am. In the following day the event was all over the news, and that all also gave Antral a leverage to negotiate with the Government regarding the use of public transportation. This initiative is now planned to expand to other cities in the country with the Government support. Silver Eurobest Winner 2007.

Agency: DraftFCB Lisbon, Portugal.

Taxi Frankfurt "The Piss-Screen"

The Piss-Screen - a pressure-sensitive inlay set within urinals, enabling users to play while they pee. They installed this newfangled creation in male restrooms across Frankfurt, teaming up with a variety of bars, clubs and cafés. The game itself was displayed on a screen above each urinal, and would automatically start as soon as someone began to pee. The player could then control the car whilst relieving himself – if they wanted the car to go right, they simply peed to the right (and visa versa).

There is a whole site about this project, check out the videos:

The Piss-Screen

Agency: Saatchi & Saatchi, Germany.

Greentomatocars "Pass it on"

Greentomatocars is a taxi service which uses the greenest car around - the Toyota Prius. Moreover they plant thousands of trees a year to make up for unavoidable emissions whilst getting people from A to B. To generate customers they needed to advertise locally. For taxi firms this usually means doing a doordrop. But how do you do a doordrop that isn’t wasteful of paper? And, in this case, a contradiction of the whole idea of the Green Taxi service? Produce a single doordrop that can be passed around the neighbourhood. Each street gets just one doordrop each. The first recipient ticks off their address once they’ve noted the taxi number and then passes it on to the next neighbour. And so on, until the whole street has seen this one doordrop. We targeted households within a two mile radius of the West London office of Greentomatocars. Month on month bookings increased 11%. The rise can only be attributable to the doordrop. The client is now extending the doordrop activity into South West London (and, thereafter, North West London).

Agency: Harrison Troughton Wunderman, United Kingdom.

Antral "Taxi Sign"

Antral is an association that represents most taxi companies in the country. Increase the demand for usage of taxis at night. Reach people that go out at night and drink at the exact place and time where they can decide to take a taxi instead of drunk-driving their cars back home. Yellow prisms were held out (with a magnet) to cars parked on streets of the major night spot in the city, making car rows look like a taxi park. On the back was written "If you've been drinking don't risk it. Call 7070 308 294" In the first night Antral registered an unexpected increase of almost 50% in their incoming calls between 0h00 and 4h00 am.

Agency: DraftFCB Lisbon, Portugal.

Toot-n-Scoot "normal-looking"

With the assistance of a make-up artist, ‘normal-looking’ Toot-n-Scoot brand ambassadors were transformed into incredibly ‘ugly-looking’ people. These people then hit Manhattan nightclub in Johannesburg armed with nothing more than the T-shirts they were wearing and Toot-n-Scoot business cards. The T-shirts carried messages like "When I start looking like an über babe to you, it’s time to call Toot-n-Scoot" and "When I start looking yummy to you, it’s time to call Toot-n-Scoot".

Agency: TEQUILA\Johannesburg, South Africa.

Thalys “Be a star”

For Thalys, the real stars are the travel agents. So when they opened this mailing, they were confronted with a pleasant surprise: a lightning storm as a camera flashes… and a star photo is in the box! Plus the latest information about Thalys and a sweepstakes for the whole team. The 1 st prize, of course, was a star weekend in Paris. Chic sunglasses rounded oof the star package. Of the 250 recipient travel agencies, 64,5% responded to the mailing.

Agency: OgilvyOne Worldwide, Germany.