The taxi is one of the main transportation modes in Singapore, with 1.02 million out of the 5.54 million population taking taxis daily.

However, the taxi payment process could be further improved by relying less on consumers, taxi drivers and chance to create a positive experience. Previously, they needed to have sufficient cash, the exact change, or good connectivity for the POS terminal to complete the payment promptly.

This was made more challenging as emerging competitors featured a cashless payment system, essentially rendering their services superior to that of the traditional taxi.

With that, the objective was two-pronged:

Firstly, how can MasterCard help ComfortDelGro, an existing partner, remain competitive to protect their market share?

Secondly, how can we capitalize on this situation to gain market share for ourselves?

We first launched the campaign via banners within the ComfortDelGro taxi booking app. These banners drove the product benefit, education and fee waiver promo code to the multitudes of app users.

4 weeks on, with our early adopters in place, we commenced with our wider multi-channel media launch. We interacted with consumers in a contextually-relevant environment; we appeared in the places where they are considering booking a taxi, digitally geo-targeted them in the very smartphones they used to book, and even reaching them in the taxis themselves.

These placements included taxi wraps (each armed with in-taxi materials), radio spots that aired during the taxi peak hours, in-mall advertising near the taxi queues as well as digital channels such as Facebook, Spotify, digital banners and SEM.

At the final 2 weeks mark, we ran a one-day joint promotion with DBS to further amplify the campaign and ensured it finished strongly.