Overview

The campaign was to entice private hire and taxi drivers to sign up for the Star Driver on the CaltexGO app. This was a part of a brand refresh as this programme was previously termed “Cabbie 21”.

Details

“Cabbie 21” did not sound a tad bit enticing at all as a rewards programme, hence it was rebranded to “Star Driver”. This created the need to advertise to re-introduce this loyalty programme as a refresher. As the age group of private hire and taxi drivers is toward the older crowd, the visual needed to fully stand out in order to generate the amount of sign-ups needed. Therefore, this visual was created out of necessity for its straightforward, clear and crisp communication to increase user acquisition for app sign-ups.