Mustapha abozaid :London Cab creative proposal

1. LONDON
CAB
Social Media & Creative
Proposal

2. Digital Creative Strategies for
London Cab Campaigns
Part #2: Where
to Go?

3. 1. Emphasizing the brand image of (London Cab Egypt) so as to
cope with the global brand name.
2. Positioning London Cab Egypt as a very high level brand that
serves A+ class in a classy way and that’s what makes you
different than Uber and Careem.
3. Raising awareness about the brand itself, available products and
services, packages, benefits and functions.
4. Facilitating the process of communication with the right target
customers through a variety of sufficient channels in the right
professional manner.
General Objectives (KPIs)

4. 5- Engaging with fans and users in unique and prestigious ways through
variety of marketing communication activities that should lead to
emotional & intellectual appealing with the Brand.
6- Adding value to the brand-name through (activations – content –
sponsorship), which would lead us to be market leader according to
content
7- Increasing market share (on the long-term), through modifications to
the market-place and target-customers profile.
8- Retaining the current customers and users and satisfying them.
General Objectives (KPIs)

5. What are the current target customer groups?
• A,B+ (Individuals – Couples)
• Business/ Corporate
• Tourists
London Cab Egypt provides different programs to suit each of these
categories

6. What are Our target customer groups?
• A, B+ (Individuals – Couples)
• Business/ Corporate
• Tourists
• A, B+ Families

7. Adding New Target Group
(The Family Package)
• It is true that the A,B+ individuals are using London Cab, yet we aim at
reaching new target group (The A,B+ Families).
• These families tend to have several concerns and insecurities about
transportation of kids and mothers.
• They would not trust drives, Uber, Careem or even letting them drive by
themselves.

8. Adding New Target Group
(The Family Package)
Not only play on the advantages/ USPs of London Cab that would suit
families, but also we shall provide specific pricing system and security
system for these families.
The family package can be launched in or before Back-to-school season
leading to better sales.

9. Where Do we
operate ??
• Cairo
• Alex
• Hurghada
• Sharm El Sheikh
Adding new
marketplaces
• Luxor
• Aswan
for winter & autumn at least, so as to
reach users from the third target
group “Tourists”

10. Seasonality of Product Usage
London Cab has some active seasons :
- New Year
- Fall (January)
- Summer
- Our plan aims at creating additional
seasons for product usage
- Back To School
- Valentine’s Day
- Mother’s Day
In addition to making buzz in the current
seasons

11. Channels to be used
Facebook + Instagram :
Our main channels in which we would provide posts, videos , GIFs, 360 videos and 360 photo.
SnapChat:
The secondary channel that will be used for posting videos and live streaming in the special occasions

12. Channels to be used
Linkedin:
We would prefer existing in new channel (Linked-In), with the purpose of better communication with
corporations (B2B). Through articles and posts, we would reveal more about London Cab Benefits and packages
for Business. Also we would care on announcing our business partners and their reviews to the service.
Linkedin can be used for hiring and recruitment as well.

13. Suggested Content Planner
September : Back To School
November: Live streaming Concert
New Year: #Endless_Newyear_Eve / #SecretSanta
February : #BetterThanMorningText
March : #WhatMumDeserves
Summer: #LiveAfter2am

14. Suggested Content Planner (2)
Generic Concepts:
#HumansOfLondonCab
#CatchTheCabChallenge
#TheBritishExperience
#PostLondonCabDepression

16. #OnceUpon
(A drive - A driver - A ride - A day-
A service – A Christmas – A
Valentine - A service)
This umbrella can be used to
present all the ideas, concepts,
activations through the year.
It tells a lot about “London Cab
Experience”, the stories of the
people/ drivers/ rides and
level of Enjoyment and Luxury

17. #SecretSanta
An online/offline Activation that’s
tailored for the season of New
Year.
Because we have very special
clients who use London Cab
frequently, we will work together
so as to link them together in order
to build special community.
SECRET
SANTA

18. #SecretSanta
Through the fan page, Instagram account, Media and the application, we
will inform users about our activity, in which they are expected to bring
gifts for other riders.
In return, they will receive other precious gifts from the other riders with a
message attached.
Some of these riders will be a public figures and celebrities.
Later on, they will share and post photos with captions about their gifts
(Fan’s Generated Content), which would create a buzz online

19. Back To School
This Campaign can also focus on the family package “in case it gets launched”,
However this shall be the best timing to launch it.
Before the Back-to-school season, we will launch a mini-campaign to call parents
for using London Cab as the main mean of transportation for the kids (school/
university)

20. How The campaign will be managed ?
1. We will inform the users with about (the family package) or (The possibility of Using
London Cab for school transportation) online + via application + through SMS campaign
2. As for the social media content, we would focus on benefits and functions of London
Cab for kids/ families (Privacy - Security - professionalism - punctuality)
Those Benefits are not met in any competitor or at school buses
3. Visuals will be School/ kids related
Back To School

21. How The campaign will be managed ?
Back To School
On the other hand, we would
mention chaos & over
crowdedness caused by the
back-to-school season and How
it will not affect the arrival
time and schedules of our
riders thanks to our punctual
system.
Forget
that
scene
Forget
that
scene

22. Airport
OWN
THE

23. #LiveLondonCab
Simply, London Cab Egypt is
all about the experience you
live.
The luxurious car, the
professional driver, the
punctual timing.
Also, this concept is
supporting the Live streaming
style which we will use in
different occasions through
the year

24. live
Stream

25. live Stream
This will be one of our main social media weapons to be used for producing superior content
When to use it ?
1- New Year & Christmas Celebrations
2- Musical Live Stream
How to it ?
Through an internet-connected tablet that will be available in all cars, we would help our clients to get
connected with events relevant to their interests.

26. live Stream for Music
Imagine that You can attend any concert
or event of your interest while you are
driving a London Cab Taxi.
This is exactly what we would provide for
our users thanks to live stream.
For instance, Omar Khairat Concert in
MUST opera House, ColdPlay Concert in
Paris or Tomorrow Land in Australia
It is applicable for football matches or
sportive events

27. live Stream for New Year
#EndlessNewYearEve
New-Year Celebrations around
the world are very popular.
Thanks to live-stream we will
connect our clients with other
London Cab Clients from all
over the world, so as to let
them enjoy the moment + Get
connected with the Global
Community of London Cab
Riders.

28. One of our main advantages in London
Cab Egypt is the fact that we operate
7/24. This can be very satisfying for the
night life lovers in Cairo, Alex, Sharm El
Sheikh or Hurghada.
They can easily enjoy the nightlife of
Egypt with no worries about
transportations, security and privacy.
The Arabic Version of The Hashtag
would be #‫.ﺑﻠد_اﻟﻣﻠﯾون_ﺳﮭرة‬
The content here would be a mix
between “semi-promotional posts” &
“Engaging posts about nightlife in
Egypt ”
#LiveAfter2am
(Summer/ Ramadan Campaign)

29. Sample Post:
#LiveAfter2am
Caption:
Cairo never sleeps, will you ??
Enjoy the #LiveAfter2am in the most luxurious car
in Egypt #LondonCab. Don’t forget to tell us
where your next night adventure will take place.

30. #BetterThanMorningText
In February 2015, one post went viral
about an Egyptian guy who made
perfect proposal to his Girlfriend. As
He booked London Cab for Her, then
they met in Kempinski “Fifth
Settlement”where she said yes.
That post was considered
“Relationship-Goal”
This year, we would make soft-sell
campaign to encourage couples to use
London Cab Egypt through “City ride”

31. Sample Post 1:
#BetterThanMorningText
Caption:
Valentine’s Day is all about surprises. Avoid delay,
attitude ,treatment or any unpleasant surprises for
you and your Bae with #LondonCabEgypt.
And if you consider romantic proposal, leave it for
us#BetterThanMorningText

32. Caption:
Valentine’s Day is all about surprises. Avoid delay,
attitude ,treatment or any unpleasant surprises for
you and your Bae with #LondonCabEgypt.
And if you consider romantic proposal, leave it for
us#BetterThanMorningText
Sample Post 2:
#BetterThanMorningText

33. #WhatMumDeserves
What will we do for mother’s day?
Egyptian Mother’s day is considered as a marketing communication carnival where all the brands
try to provide something new linked with that occasion. Thanks to social media, this would easier.

34. #WhatMumDeserves
• Since we provide delicated service, it would be smart to link it with
mother’s.
• Through the fanpage, instagram and SnapChat “if any”, we will help our
users to spend quality time with their mothers in #LondonCabEgypt
• Randomly, we will pick some heavy-users or influencers to collect data
about their mother's (Favorite habits - Favorite music - Favorite Location in
the city - favorite desserts)
• Then, we would organize a surprise tour with their mothers in the Cab,
where the mothers will get what they deserve
• All These Steps will be videotaped and published via our channels

35. The Generic Creative Concepts
Applicable for any season around the Year

36. #HUMANS OF
LONDON CAB

37. #HUMANS OF LONDON CAB
Celebrities Generated content
● Like any prestigious brand, London Cab Egypt will be more powerful with Celebrities
and influencers.
1. Celebrities like (Mustafa Fahmy & Dalia El Beheiry) shall reveal more about our
riders. Their endorsements will add great value to the Brand and the content. Both of
them looks like our target customers in terms of Lifestyle
2. The Egyptian internet influencers can be used as well to generate engaging content
(A photo session of 2 fashionistas with our vehicles can buzz easily)

38. Sample Post
#HUMANS OF LONDON CAB
Caption:
”#LondonCabEgypt brings UK life quality on four
wheels walking in Egypt streets, I can say nothing
but 5 stars”.
(Dalia El Behiery) Egyptian Actress evaluating her
experience with us #HumansOfLondonCab

39. #CatchLondonCabChallenge
Photo-trend / Engaging Contest
Major brands tend to have special photo-trends that they
own. London Cab Egypt can have its own trend depending
on simple insight:
“Everybody likes to see London Cab Vehicle, as its
design/model is the only one in Egypt”
This is why we suggest cooperation with high-level
cell-phones brands “Sony - Oppo - Huawei) whose
cameras are having good shutter. Together we can launch
that contest to engage with bigger scope of fans.
Prizes can be free rides (up to 100 L.E)

40. Sample Post
Caption:
Nothing can make your day in Egyptian
streets more than seeing one of our
luxurious and prestigious cars.
Now with #CatchLondonCab CHALLENGE
powered by @LondonCabEgypt and
@OppoEgypt capture a photo for one of our
cars to win a precious gift.
#CatchLondonCabChallenge

41. The British
Experience

42. LIVE THE CAB
It has a totally different
experience than any other car
It has a lot of smart
and functional
features.
The cab model
is unique and
customized.

43. Sample Post
Caption:
#LiveTheFun
Have you ever thought about making
London Cab your special place for outings ?
Guess what ! It is possible. Thanks to cab
design, you can do anything there, including
board games :D
#100UnsoughtUses

44. Thank You