Case study of a campaign for Cabify based on the brief given by El Sol (Jóvenes Creativos 2025) ☼ # Brief **Cabify** wants to find the way to **be different** in the hyper-commoditized sector of private hire vehicles. The **target audience** is **people in their early twenties**, for whom the connection with the brands they associate with is essential. They want **more consideration**, to be **closer to the top of mind**, specifically in daytime leisure and party hours. In Cabify's communication, **people are the center**, and *"Real is better"* is at the core of their message. Sales and discounts can be risky and push Cabify as being *"the cheap one"*. They are known for offering a superior service, with professional drivers, cool cars, and water bottles. **Cabify thinks logically**, is unstoppable, coherent, brave and humble. The preferred **formats and media** are: (Digital) Out of home graphics; Experiential activities; Social conversation; Sponsorships / Partnerships and Cabify's car fleet. # Insight - Gen Z is obsessed with collectibles like cards, badges, figurines, or anything similar - People in their early twenties love attention, being cool is not enough, the world needs to know you are cool too - We can take advantage of Cabify's car fleet to provide a collectible experiential experience that culminates in a stage for those who perform well in the activity # Concept ![[concept-80.jpg]] _*cabify / madrid_unlocked • Each trip brings you closer to the final screen_ We filled Madrid with art pieces that reflect the city, waiting to be found and collected. The catch? Most of them don't stay in the same place. Added to that, everyone plays to reach the final screen, where everything converges, and where the effort of the winners is rewarded. # Execution Play by keeping your eyes peeled. Our cars have unique codes on them, if you find one, make sure to point your phone at it ![[cars.jpg]] Instantly, an augmented reality experience starts, where you're looking at a work of art from a thematic collection made by one of our collaborator artists. Tap collect, and it's yours! Now save it or share it however you please ![[uis.jpg]] But completing the collection is not possible alone, get the special pieces by going with your friends, family, or whoever you can find to key spots of the city and scan the code together at the same time to unlock it ![[mupis.jpg]] Check the global progress on the *"final screen"*, which not only shows relevant data that updates live and the status of the collections, but it's also the stage where the winners are crowned, displaying their custom photo and message ![[screens.jpg]] # Postscript I was quite emotionally attached to this idea while I was developing it, so it was a shame to not win. Looking at it in retrospective, and based on the winners, I think *madrid_unlocked* is more of a brand activation than a way for the brand to communicate with the target, and that's probably its weak point in the context of the brief, but that's okay. Anyways, I'm still proud and learned a lot from this. Congrats to the winners!