We turned a usefulness of an App initially designed to provide a transport service, by enhancing it into a lifesaving tool that would unify taxi drivers and their passengers in a different way.

“EasyTaxi” created an alliance with the Colombian Red Cross in efforts to resolve a problem that afflicting the city. By using the app´s information, heat maps were generated with documented accidents occurring all around the city at a certain point time, to be later compared with the geolocation distribution of our taxi fleet.

Using the Red Cross know-how, drivers enlisted with “EasyTaxi” were given virtual and face-to-face lessons. As our first group of graduates finished their courses, we designed a campaign in social media that told the stories of our new heroes. We eventually extended the invitation for more taxi drivers to apply and get their certifications.

The training process began in August until October same year. The campaign started broadcasting in November and every day new drivers are being recruited. The program aired on YouTube, Facebook and twitter. Initially 300 taxi drivers were trained, impacting over 2 million citizens.

$108.276.612 COP in PR. Impacting Almost 2.457.000 People

40% of the drivers increased their average number of rides while using the app.

29% of the drivers increased their rate to 5 starts great service review.

100% of the trained drivers became exemplary taxi drivers in the company