13CABS has introduced Australians to the ‘Good Serge’, a cab driver who explains taxis do not have confusing surcharges.
The six ads are the first pieces of work created by Thinkerbell, launched in June by former Cummins & Partners global chief strategy director Adam Ferrier and joint ECDs Jim Ingram and Ben Couzen.
The ads detail the only type of ‘surge’ you will see at 13CABS, with the driver saying, “13CABS. No surge pricing. Only Serge driving”.
Ferrier said in a statement: “The communications strategy primarily uses a digital approach with support in outdoor and radio. There’s oodles of contextually relevant content, all created to deliver the right message to the right location, at the right time.”
Thinkerbell has also created ads centred around when Uber would normally have surging prices such as Friday night and during bad traffic, noting 13CABS never has surging prices.
Ingram said: “Surge pricing
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