Mobile Case Study: Tfl CabWise text service

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December 17, 2009

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1 minute

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

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Anne Tucker Anne Tucker has been in the media and advertising industry since 2001. Currently heading up the research division at Mediatel, she has held roles across the company overseeing data, news and AV. Before joining Mediatel in 2005, she was Research Manager at The Allmond Partnership media agency, having spent several years prior to that in retail and change management.

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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