Pablo Naval
Creative Director at Publicis
Quito, Ecuador
TitleTaxi Coded Radio Ads
Campaign Taxi Coded Radio Ads
Advertiser Cabify
Brand Cabify
Date of First Broadcast/Publication
Business Sector Transport, Travel and Tourism
Story After enabling taxi services in our Cabify app.
We had to convince every taxi driver in town to work through our platform, taking into consideration that they always had worked the same way: through a radio frequency or picking up passengers on the street.

So, to make sure to call their attention, we investigated more than 130 secret radio frequency codes they normally use between them to communicate daily, so, in their own language, we created 20” spots that were transmitted in the media they use the most while working: The Radio.
Media Type Case Study
Executive Creative Director
Creative Director
Art Director

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