The Brief
Outdoor Campaign in Red
Red Taxi, a revolutionary Taxi company, entered the Lebanese market with one objective in mind- to disrupt the taxi industry with advanced groundbreaking technology, challenging international giants Uber and Careem.
Their objective was to create a mind-blowing, groundbreaking outdoor campaign for 6000 billboards that were reserved all over Lebanon. Origin took this project under its wing to create creative visuals that would generate the buzz and awareness needed for Red Taxi.
Being one of our most exciting projects to date, the creative team wholeheartedly enjoyed working on this project. After brainstorming, thinking, and research we ended up with two campaigns to be implemented back-to-back.
The first one’s goal was to generate a buzz, while the second one was to introduce all the different services and advantages of Red Taxi.
Campaign #1: Putting the Red into action
The first campaign was daring and eye-catching. The main objective was to indirectly highlight our competitor’s weaknesses which are Red Taxi’s strengths. Our strategy revolved around creating a solution (which is Red Taxi) to all the problems Lebanese people go through when ordering a Taxi.
o reach our objective, we utilized the 6000 billboards to create a teaser, followed by a revealer in a creative approach that would generate word of mouth among our target audience.
The teaser idea was to cover all 6000 billboards in the color Red, which is of course Red Taxi’s color of choice. This kind of teaser would spark the curiosity of the Lebanese citizens and let them question and ponder what is that all about.
