East-way Environmentally Friendly Taxi

 

 

• Consultancy, Branding, analysis, research and development.

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• Planning and coordination of launch campaign, including joint promotions

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• Creation of press, PR, website and point-of-sale material including vehicle-wrap graphics.

 

 

Client Background

The 'east-way' environmentally friendly taxi was developed by a consortium of specialist organisations to comply with strict new emissions requirements in London. The product was essentially an engineering solution, the intention being to either sell new 'east-way' taxis or to convert pre-existing taxis by installing an 'east-way' power train.

 

Our Objective

 

Star Marketing was appointed to manage the vehicle's launch and develop a marketing campaign which was initially aimed at existing taxi owners in London. As part of the launch process we were required to communicate details of the imminent emissions standards, the engineering solutions that had been employed to meet them, and the cultural change that would be necessary for owners and end-users. 'east-way' planned to offer the choice of brand new vehicles or various conversion options - a potentially confusing choice which we felt needed to be articulated clearly.

The Strategy

The first thing we agreed upon with 'east-way' was that distinctive branding would be essential in providing a strong platform upon which the launch and marketing communications could be built.

 

 

The Results

Drawing on our experience in the automotive industry, we were able to establish a coherent, effective and eye-catching brand, avoiding many pitfalls associated with such a notoriously challenging market. Furthermore, we were able to generate a great deal of free publicity by diligently planning ahead and specifically targeting the media taxi owners were typically exposed to.