Campaign details

Advertiser: BMW Group and Daimler AG
Brand: mytaxi
Agency: Guns or Knives
Country: Ireland


The main priority for mytaxi's business in Q4 of 2018 was their expansion in Cork as passenger demand was growing. A challenge and consideration they faced was that in most regional cities there is passenger affiliation to local taxi firms.

There was another problem, and it was in the name of the festival. There was already a clear primary sponsor and it's challenging to drive awareness behind another brand. Guinness is not only a long-established brand but were internationally recognised even in the most far-flung places. And, more importantly, they had a big budget.

As a challenger brand, mytaxi wanted to contribute to the festival in a way that set them apart from the primary sponsor. mytaxi needed to steal the show away from the main act: Guinness, its primary sponsors, by allowing the people of Cork and as well as festival-goers to be a part of the biggest show of the festival.

National Context of the Campaign