Summary

The Cabwise brand was able to emotionally dissuade young women from getting illegal minicabs late at night and rationally provide them with the means of getting a legal alternative. It enabled women to receive practical information on how to use the text service, which was useful, memorable and easy to decode. All of this was achieved on a media budget of only £671,000. As a result, the number of sexual assaults and rapes committed by illegal minicab drivers dropped by over a third during September to December 2006. By doing this, the entire £1.2 million marketing spend was more than covered by savings in police and court costs, and for every £1 spent, an estimated £1.13 was saved.

Judge’s comment

The judges were impressed with the clever use of media in this campaign and how it reached its intended  audience and achieved results on a small budget.

Roisin Donnelly, corporate marketing director, Procter & Gamble