13cabs Undergoes Complete Rebrand Via Thinkerbell

13cabs Undergoes Complete Rebrand Via Thinkerbell
SHARE
THIS



13cabs, the consumer facing brand of Cabcharge, has undergone a national rebrand via independent agency Thinkerbell.

13cabs chief operating officer, Stuart Overell said, “We’ve been helping people in Australia get where they need to go for over 40 years. When people think of booking a car – any car – we want them to think of 13cabs.”

“If you’ve been riding with 13cabs lately, you will have already begun to notice the improvements to our service and we want to ensure our passengers continue to see 13cabs is dedicated to providing service excellence through all touch points.”

The rebrand impacts all customer touch points including the app, the cars, the driver uniforms and communications. The re-brand coincides with an overhaul of the 13cabs customer experience.  This includes:

  1. A completely redesigned 13cabs app. With almost two million people already using the app, the 13cabs in-house technical team have made significant improvements to the user interface, backend capabilities and functionality to ensure a best-in-class experience for both passengers and drivers.
  2. Improved driver training for all current and new 13cabs drivers to shape a passenger-first mindset ensuring all passengers experience their cab, their way.
  3. Improved customer care programs and contact centre operations.
  4. The entire national fleet of cars have been redesigned and are rolling out progressively, so Passengers can more-easily identify a 13cabs car from other taxi companies.

13cabs head of marketing, Liz Attia said, “When I started at 13cabs over 12 months ago it became immediately evident 13cabs plays a much bigger role in the Australian community than given credit for. And the way we achieve this is through our people. People are the heartland of our brand. No matter who you are, you can book your way, pay your way, and more importantly, there’s always someone to contact at every touch point if needed. This is why our communications features real stories, told by real people. These people include Karen our contact centre supervisor who has been with the company for over 20 years, Saeed, a career driver at 13cabs for 27 years, and Nick who manages the lost property and driver training for passengers with special needs.”

Thinkerbell Founding Tinker, Jim Ingram said: “Going through the Driver Training process, getting our Taxi licences and listening in on the 13cabs Contact Centre has given us a real insight into the role 13cabs plays in helping millions of Australians get where they need to go. Through telling these stories, 13cabs is building pride back into their diverse Driver network by highlighting the important role Drivers from all backgrounds play in connecting Australians around the country.”

The rebrand comes to life across multiple customer touchpoints, mostly online, radio and outdoor.

Please login with linkedin to comment

13CABS Thinkerbell

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.