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

The Three Items You Need On Your Bedside Table To Create The Perfect Start To Your Day
  • Opinion

The Three Items You Need On Your Bedside Table To Create The Perfect Start To Your Day

B&T regular, Dr Amantha Imber (pictured below) is the Founder of Inventium, Australia’s leading innovation consultancy and the host of How I Work, a podcast about the habits and rituals of the world’s most successful innovators. In her latest post for B&T, the goodly Doc takes a look at your bedside table and what it means for […]

Opinion

by B&T Magazine

B&T Magazine
72andSunny Sydney Enlist The Amish To Promote Upcoming Mona Foma festival In Launceston
  • Advertising

72andSunny Sydney Enlist The Amish To Promote Upcoming Mona Foma festival In Launceston

To announce the launch of the Mona Foma festival in Launceston in January 2019, Mona and 72andSunny Sydney have launched a campaign in one of the most well-known Amish communities in the US, Lancaster County, Pennsylvania, inviting Amish youth to this once in a lifetime party. Mona Foma is a summer coming-of-age story about new […]

ALDI Shreds Rival’s Loyalty Cards In Amusing New Work Via BMF
  • Advertising

ALDI Shreds Rival’s Loyalty Cards In Amusing New Work Via BMF

ALDI has continued its ‘Good Different’ positioning with an integrated campaign via its creative agency, BMF. The campaign celebrates another key difference between ALDI and the supermarket competition. Namely, ALDI doesn’t have a reward scheme, they just save you more money than anyone else. Shoppers often feel loyalty schemes are a good way to save money, […]

by B&T Magazine

B&T Magazine
A young boy nerd shouts at the top of his voice to his co-worker through a megaphone trying to talk some sense into him. The young nerds are dressed in bowties and glasses. Retro styling.
  • Opinion

Smart Speakers: The Voice Of A Generation

In this opinion piece, Growth Tank management consultant David Willey looks into research on the usage of voice assistants and access to smart speakers for Generation Z, Millennials and Generation X in Australia. We hear a lot about how Millennials, and now Generation Z, are changing the game on marketing by adopting the latest technology, including digital voice […]

Opinion

by B&T Magazine

B&T Magazine
Host/Havas Bags Work For Oroton
  • Advertising

Host/Havas Bags Work For Oroton

Host/Havas staff forced to takes lessons on accessorising after snaring Oroton's creative account.

Glenn McGrath & Mike Hussey Join Macquarie Media’s Cricket Commentary Team
  • Media

Glenn McGrath & Mike Hussey Join Macquarie Media’s Cricket Commentary Team

Macquarie Media has announced that two of Australia’s cricketing greats, Glenn McGrath and Mike Hussey, are the latest additions to its cricket commentary line-up. McGrath (pictured above, right) and Hussey (pictured above, left) will join Darren Lehmann and Ian Chappell in the Macquarie Macquarie Sports Radio commentary box this summer, as part of the company’s new six-year […]

SBS Chooses Fairfax’s Andrew Mudgway To Lead Its Commercial Strategy
  • Advertising
  • Media

SBS Chooses Fairfax’s Andrew Mudgway To Lead Its Commercial Strategy

Special Broadcasting Service (SBS) has announced the appointment of Andrew Mudgway as its national sales manager for TV and digital. Mudgway joins SBS from Fairfax Media, where he was responsible for the publisher’s national digital and print sales team. He brings more than 25 years’ experience to SBS, having also held positions at IPG Mediabrands, […]