In 2018 020202 Services built 02 Taksi -telephone service and an application for ordering a taxi. Service covers whole Finland.
In 2019 02 Taksi selected TBWA to design the marketing concept, NØRR3 to do media planning and marketing execution and NØRR3’s sister company Kallan & Co to desing application UI and UX. There was room for nationwide service in this 1 billion euros market and it required an effective go-to-market plan. NØRR3 created and implemented this.
As the 02 Taksi service area expanded one area at a time in Finland NØRR3 designed and tested both Finnish-wide and regional-specific advertising.
The concept was first tested in the Tampere and Turku areas with different media choices. Learnings from these and data analysis made it possible to plan and build effective campaigning throughout the whole Finland.
The work emphasized close collaboration between the 02 Taksi team and its partners.
In addition to digital channels, the media channels covered print, TV, radio, outdoor advertising and in-vehicle advertising.
02 Taksi launch succeeded and surprised the market. The market share was quickly gained. Building of the right mediamix was dynamic and effective through careful testing.
Integrated marketing attribution modeling guided channel-specific investments to the right level.
A model in which channel-specific investments were optimized was found relatively easily.
The launch of the 02 Taksi campaign was also optimized, leaving a permanent brand memory mark for users, on the basis of which it is easy to continue effective marketing.
“In cooperation with NØRR3, special emphasis was focused on strategic and versatile expertise, effective 360-media buying and campaign activation. I can strongly recommend NØRR3 to clients who demand a little more challenge, strategy and performance from their media agencies. ”
Petteri Niemi, Chief Operative Officer, 02 Taksi
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