mytaxi has officially rebranded as FREE NOW and to announce the third name change, we were asked to communicate not only the new brand but also the new service offerings the app now entailed.

The Idea: 

We unveiled the biggest OOH campaign ever seen in Ireland. An important medium for rebranding purposes, OOH allows FREE NOW to communicate the rebrand quickly to a large, diverse audience. The multi-design campaign plays on its rebranding history bringing amusing creative to the streets, contextual copy which includes location names and occasions when a taxi is essential – whether that’s treating the feet after hitting the shops all day or when you’re ‘Out Out’ with friends.

Classic OOH such as large format, 6 Sheets and transport format delivers coverage and heightened awareness. In addition, ambient OOH such as Building Banners, Bus Shelter wraps, and Train Station dominations in Heuston and Kent Station aid cut through and memorability.Special builds were installed on preselected Golden Squares in the form of lightboxes that illuminate the 3D ‘Hello Dublin’ text at night. A wrapped LUAS Tram side and interior domination also adds to the sense of occasion in the capital.

In total, the campaign consists of 37 individual formats, displaying on a vast number of panels spread across the country for nationwide exposure. 

The Result: We received a lot of social media coverage of our fun OOH campaign. The news of the rebrand spread quick and far, making the rebrand a success.

Awards: We were awarded JCD's Campaign of July