We created “The Line Scout”. An app that shows how long the lines is at some of the most popular night clubs, in real time. The app works by gathering live booking data from all Taxi Stockholm’s cabs around town. Because we knew that the more taxis that stop outside a club, the longer the line is. Using this free app, clubbers could see when it was time to go if they wanted to avoid the club line. If they wanted the app could send notifications describing how the line developed during the night. Users could also see how long the line had been historically and if they wanted, they could book a cab through the app.

To make sure this app would be perceived seriously we needed a stamp of approval. Therefore, we launched the app in co-operation with some of the most popular clubs in Stockholm.

We spread the news about the app in social media and through PR. We also ran an an outdoor campaign close to the clubs and push for the app inside of our own taxis.

Thanks to the campaign 94% of the target group viewed Taxi Stockholm as a more modern company. 67% of the target group liked Taxi Stockholm more than before. And as much as 80% of the target group saw Taxi Stockholm as a company that cares for it’s customers.

By creating an app that solves a problem the target group really wants help with we created a better relationship between the brand and the target. The app was made for them and no one else.

By creating a mobile app that the target group want to use, we also made the brand a part of an ongoing consumer behaviour. That is to say we made the brand take a place in their highly used mobile phones.

This target group is a tech-savvy one that uses smart phones and mobile apps to manage their lives. But Taxi Stockholm’s mobile booking app is not even close to be as good as Übers. Therefore, the strategy was to become relevant to the target group by developing another mobile app.

We also knew that this target group is highly reluctant against advertising in general. Therefore, a part of the strategy was to create something that would be useful for them, and therefore not been seen as advertising.

In Stockholm, one of the biggest problem for the young is the long club lines. It’s a constant head ache trying to get to the club in time, before the line is to long. Since we knew that the more taxis that stop outside a club, the longer the line is, we decided to help them with this using our data.

Taxi Stockholm, Stockholm’s biggest taxi company, was loosing ground to competitor Über, specially amongst a young target group. The brief was to make Taxi Stockholm more popular amongst Stockholm’s young.