The Hailo taxi app had launched in London a few years previously, but they were coming up against stiff competition from Uber who were perceived as being cheaper. So we had to try to position Hailo as the best taxi app to get around London.
To do this, we had to educate people on the fact that Hailo used the London institution that are black cabs, in bus lanes and drivers with “the knowledge”, which is something Uber couldn’t offer. This meant that in reality, Hailo were quicker, safer and cheaper than Uber and was the go-to mode of transport above ground in London.
Our approach was to reference the most used method of public transport in London – The Tube – and propose that Hailo was the status quo for getting around when you’re not taking the tube. If the tube is London’s underground, then Hailo is London’s overground.
The idea for the poster was to take the well-known tube map and reimagine it to look like a black cab. In addition to this, it communicates the fact that with Hailo, you’re not restricted to stops as you can go anywhere.