For Arizona’s largest cab company, the addition of rideshare models to the Phoenix and Tucson markets gave passengers more choices for their transportation needs–whether they were headed to the grocery store or a night on the town with friends. While some Arizonans opted for the new rideshare model, many stuck with the company they’ve known and trusted for more than 30 years. Our challenge was to help Discount Cab retain loyal taxi customers and capture a new segment that preferred choice and options. The introduction of the Discount Ride app in late 2016 gave passengers what they wanted: options. Like no other transportation app on the market, passengers were now able to choose what kind of ride they wanted (cab, rideshare, van or other), how they booked their ride (app or website) and even the payment method (cash or credit card).
Because the distinct lime green cabs were well-known in Phoenix and Tucson, we integrated the color into the logo and design for the new service. Our expert creative team designed a new logo that would represent Discount Ride in iTunes and Google Play as well as every customer touchpoint.
A new website was developed specifically for Discount Ride, which allows consumers to not only book a ride but to calculate their ride fare and even download the app for additional savings. Content on the website provides information on all of the options passengers have when it comes to their ride so they aren’t met with any surprises.
To launch this new service in a big way, Commit developed an integrated campaign that would swarm the Phoenix market with this new brand. A social media “takeover” on Discount Cab’s social accounts kicked off the effort, combined with targeted social advertising using custom and lookalike audiences. The launch campaign also included driver recruiting events, public relations, in-vehicle collateral, digital media, email and a partnership with Circle K that featured a short video promo prominently displayed in the high-traffic beverage station at several Circle K locations across the Valley.