Hailo had a new pre-book service they wanted to promote coinciding with the May 22nd Referendum on gay marriage. We approached them with an idea to combine the two.
We were going to offer free trips to the polls on May 22nd, when people used Hailo’s new Prebook service. And so began…our “Drive for Equality” an integrated campaign running across , OOH, BTL, experiential and online.
We started first by announcing that through Prebook ‘The wait was now over’ for taxis while simultaneously helping the cause in its patient wait for equal rights by providing free taxis to the polling station for anyone who used our new service. We wrapped a Hailo Cab in a rainbow flag and send invites out for people to ‘Save the Date’ with our Hailo Prebook. The Facebook post of the rainbow wrapped Hailo alone received 404,000 people and received 1,700 shares. We then painted Dublin city in a rainbow with a Pixelstick in our video invite.
Recognising that the national debate had become quite heated in the final days before the vote, we knew that both sides would respond well to a bit of typical Irish humour. Our idea was simple…show how ridiculous all discrimination is by flipping the debate on its head. So we created the Heterophobic Taxi driver…
The campaign was a huge success, shattering previous Hailo campaign numbers, as well as receiving a sensational positive reaction. Despite a low budget and media spend, the videos has been viewed just shy of a million views (995,000), with all of the 730,000 Facebook views being organic.