Hailo had a new pre-book service they wanted to promote coinciding with the May 22nd Referendum on gay marriage. We approached them with an idea to combine the two.
We were going to offer free trips to the polls on May 22nd, when people used Hailo’s new Prebook service. And so began…our drive for equality.
We started first by announcing that through Prebook ‘The wait was now over’ for taxis while simultaneously helping the cause in its patient wait for equal rights by providing free taxis to the polling station for anyone who used our new service. We wrapped a Hailo Cab in a rainbow flag and send invites out for people to ‘Save the Date’ with our Hailo Prebook. The Facebook post of the rainbow wrapped Hailo alone received 404,000 people and received 1,700 shares. We then painted Dublin city in a rainbow with a Pixelstick in our video invite.
Recognising that the national debate had become quite heated in the final days before the vote, we knew that both sides would respond well to a bit of typical Irish humour. Our idea was simple…show how ridiculous all discrimination is by flipping the debate on its head. So we created the Heterophobic Taxi driver…
The campaign was a huge success, shattering previous Hailo campaign numbers, as well as receiving a sensational positive reaction. Despite a low budget and media spend, the videos has been viewed just shy of a million views (995,000), with all of the 730,000 Facebook views being organic.
Hailo Usage during the campaign period:
• New registered users increased by 30%, 20% higher than the objective
• Daily active users grew by 26%
• Revenue based on these numbers was increased by 26%
• User churn dropped from 5.5% to 2.5%
• Pre-book cabs increased on the day by 800%
Total video views of 993,755!
Youtube:
• Total video views 234,350 (2,580 pixelstick, 231,802 hetrophobic taxi driver)
Facebook: (all organic)
• Total organic video views 730,756 (82,454 pixelstick, 648,302 hetrophobic taxi driver)
• 1,417,024 people reached (193,856 pixelstick, 1,223,168 hetrophobic taxi driver)
• 31, 241 Likes (5,094 pixelstick, 26,147 hetrophobic taxi driver)
• 4,115 comments (359 pixelstick, 3,756 hetrophobic taxi driver)
• 9,686 shares (1,068 pixelstick, 8,618 hetrophobic taxi driver)
• 295,474 post clicks (19,575 pixelstick, 275,717 hetrophobic taxi driver)
Twitter:
• #driverforequality trended in Ireland the week of the vote
• During the campaign period Hailo was ranked 3rd as most influential on twitter
• 4,800 replies to #driveforequality posts
• 478,907 impressions, 63,793 organic
• 28,649 video views, 10,799 organic
• 1,693 favourites
• 1,689 retweets
• 141 new twitter followers
• 184 hashtag clicks
• 1.3m estimated reach
• Posted on Twitter by high profile celebrities with huge followings: Graham Norton with 1.1m followers, Dara O’Briain with 2.2m followers and George Takei with 1.8m followers/9 million on Facebook
Coverage:
• 45 pieces of local press coverage
• 11 pieces of international press coverage (Chicago, New York, UK and Paris)
• Featured on UK “Trust Me IT’s News” and “RudeTube” Programs. RudeTube was seen by 363,000 viewers on E4 and then 197,000 viewers on E4+1
• Potential impressions in earned editorial coverage based on the total 56 pieces of coverage of 22,194,234
Most notable coverage:
• MashableUK
• Little Black Books Online
• Huffington Post
• Creativity online “pick of the day”
• Silicone Republic
• Broadsheet, the journal, joe.ie etc
• Daily Mail, The Telegraph, The Metro
