Főtaxi showed in 2016 how to be unique among the same.
Two years ago, the song titled „You Can't Get Lost!” was born from an unprecedented collaboration, in which the participants – Ákos Bartha Dannona (composer, lyricist, music producer of the ManGoRise band), Zsuzsi Kollányi (singer of the Majka-Curtis Live Band and the Garami Funky Staff), Gábor Németh Nemo (founder and composer of the Club54 band), István Katók (saxophonist and composer of the ManGoRise band) – drew attention to the problem of child disappearances and the activities of the Together for Missing Children Foundation.
The impetus for the collaboration was provided by the fact that according to European Union data, Hungary has the highest proportion of children being searched for. Approximately 14,000 child disappearances are officially reported within a year, but fortunately, most of them are found within a short time. The number of active searches usually stays below 100, but in recent years, the number of missing and unaccounted children has exceeded a thousand (source: gyerekfigyelo.hu).
How was the idea for the campaign (and the song) born?
The 2013 capital city taxi regulation – which standardized fares and the appearance of cars – posed a challenge to the market-leading Főtaxi, which has been operating since 1913. Since the regulation did not allow for individual discounts for passengers, something new had to be devised instead of traditional promotional campaigns, which would be worthy of a century-old taxi company.
Previous research clearly associated reliability and the safety with Főtaxi, so the marketing team thought of an integrated marketing communication activity that builds on and further strengthens this image.
The campaign running under the headline „Come with us! More eyes see more!” was based on taxi drivers who are out on the roads day and night, see everything, and know people well.
As an introductory communication, the taxi company's „virtual taxi driver,” Főtaxi Sentinel, shared its prevention tips on Facebook. The character of the older, experienced taxi driver primarily provided tips and advice for the 16+ age group, alongside parents, on how to take care of themselves, each other, and their valuables during nightlife.
The central element of the campaign was the search for missing children. Every pair of eyes is needed for the wanderers to find their way home and not become victims. Főtaxi found serious partners in this: it established cooperation with the Budapest Police Headquarters and the Together for Missing Children Foundation.
On May 25, 2016, on International Missing Children's Day, a large-scale campaign was launched involving the entire fleet, with 1200 taxi drivers participating. The photos and details of the children officially listed as missing by the police on the Police.hu website appeared on a tablet placed on the dashboard. The tablet's interface was visible not only to the taxi drivers but also to Főtaxi passengers, allowing them to contribute to finding a wandering or troubled child as soon as possible.
A song and music video were also created to support the CSR campaign. Ákos Bartha Dannona, The song titled „You Can't Get Lost!” written by the frontman of ManGoRise specifically draws attention to the issue of child disappearances.
The filming of the music video in Kamaraerdő was a true joy project, in which ManGoRise members, along with other musicians, Zsuzsi Kollányi and Gábor Németh Nemo as well as the president of the foundation, Sinka Vivien and the actors of the Veszprém Pannon Theatre, Papp Lívia and Kurdi Panni Emese were joined by the members of Stelius marketing, who planned and coordinated the activity.
The host of the song presentation held at the Aquarium Club was András Vizy. There was. The press event, which had a good atmosphere but touched on serious topics, was attended by Tamás Zsidró and DJ Dominique as well, who also considered it important to support the unity.
Several entertainment venues joined the project. On the communication platforms of Gozsdu Courtyard, Morrison’s 2, KIOSK, and Corvin Terrace, the photos of missing children also appeared on the day of the song premiere.
With a campaign that brought multiple television appearances (e.g., Mokka, Híradó, Aktív, Tények), numerous print, and nearly fifty online appearances, Főtaxi distinguished itself from its competitors while strengthening its brand values and demonstrating the power of effective unity.
Are you interested in the topic?
I recommend to you:
- Taxi drivers are also uniting for missing children
- You can't get lost! ? Joyful music against child disappearances
- Most missing children are searched for here in the European Union
- Did you know? According to European Union data, Hungary has the highest proportion of children being searched for.
- You can't get lost! – Musicians have united for missing children
