This leader in POS payment processing, with a large presence in the taxi industry, introduced an app to enable riders to hail and pay for taxis in select test markets.

MKP was engaged to develop an overarching creative platform and advertising strategies for the rollout.

Created the tagline “The Taxi App,” which defined the service; the frog icon and “hop in/hop out” was a strong personality builder while conveying the key benefits.

Initial executions were in company-controlled taxi tops and the video screens inside the cabs.

Built media plan for testing and rollout into 6 markets ($2.6MM budget).

Watch the video spot