Mobile Case Study: Tfl CabWise text service

Transport for London and Mayor of London wanted to promote their CabWise text service and worked with Incentivated to promote the service.

Client: Transport for London with Mayor of London for CabWise

Medium: Print, poster, radio and TV campaign was launched incorporating the promotion of a text message service to give out phone numbers of licensed minicab and black cab firms in the user’s location, by texting HOME to 60835. A Location Based Service search was used to pinpoint the exact location of the texter.

Conclusion: Just 4% of women used unlicensed minicabs in 2007 in comparison to 18% in 2003, and there was a 100% YoY increase in monthly uptake of the text service since the new branding campaign.

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