Orange launches Motor Oil bottle DM to taxi firms

May 2010 – Orange is launching a striking direct marketing campaign in the shape of a bottle of motor oil.

The campaign brings to life the message that Orange and the HTC Touch smartphone can help taxi companies improve the performance and efficiency of their cab operations.

The strategy behind the creative is to demonstrate to taxi firms, which have been hard hit by recession, that by using more effective despatch, navigation and communications technology, they could pick up more fares.

The creative runs with the line ‘Give your business a bit of brrm brrm’ across the front of the pack. Inside, copy explains why the combination of Orange’s 3D network and the HTC Touch 3G Smartphone is perfect for managing taxi despatch. Among the useful features are a user friendly touchscreen and built-in GPS that allows drivers to find the best routes by avoiding traffic congestion as well as allowing the operations team to locate the nearest driver to a fare.

The piece draws attention to the fact that Orange has been voted Best Network Operator by the readers of What Mobile as well as to a promotional offer of a 30 per cent discount for those companies that sign up before June 30.

Malcolm Cotton, managing partner at Chemistry said: “Minicab firms that take up this offer from Orange will get to customers faster, get them to their destination quicker and, as a result, pick up more business without increasing the number of drivers they employ.

In the same way that oil improves the performance of a car, Orange can improve the efficiency of a minicab firm’s business, which is critical to their survival in a highly competitive market and at a time when people have significantly cut back on using cabs”