Serge warns commuters about surge pricing in latest campaign for 13CABS via Thinkerbell

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Serge.jpg13CABS with its agency Thinkerbell have launched a new campaign reminding people that while ride-sharing companies continue to use surge pricing in times of high demand, 13CABS do not.

The idea called ‘Good Serge’ utilises a 13CABS Driver called Serge who picks the right moment (primarily during peak times) to ‘warn’ commuters about the perils of surge pricing from ride-share companies.

Says Liz Attia, head of marketing at 13CABS: “We love our Driver Serge, he’s helping us tell an important story to our Passengers – don’t put up with surge pricing.”

Says Adam Ferrier of Thinkerbell: “The communications strategy primarily uses a digital approach with support in outdoor and radio. There’s oodles of contextually relevant content, all created to deliver the right message to the right location, at the right time.”

Says Jim Ingram of Thinkerbell: “Surge pricing is a hot issue at the moment. When the trains in Melbourne went down a few weeks back, a certain ride-sharing company surged their prices by 3.6x! We want everyone to know that with 13CABS, there’s no surge pricing, just Serge driving. On that note, 13CABS actually has a lot of Drivers named Serge – so the campaign not only communicates a timely message, but also gets the message out in a fun way. Special mention to Cousin Serge for his acting debut.”

The Serge campaign kicks off today with digital advertising and is the first cab off the rank for 13CABS’s new communications approach.

13CABS

Chief Operating Officer – Stuart Overell

Head of Marketing – Liz Attia

Marketing Services – Kim Henkul

Agency: Thinkerbell

Alex Grivas – Strategy and Account Direction

Adam Ferrier – Strategy

Martin Kemba – Data Science

Jim Ingram & Ben Couzens – Creative Direction

Shirley Bahar and Andre Augusto Pinheiro – Creatives

Jackie Fish – Production

Chris Reynolds – Post Production

Jay Hynes – Photography

Natalie Perkov – PR and Social

Collaborate Media

Steve Fagan – Media Director

Katie O’Mara – Account Director