Save the Children, the world’s leading child rights organization has tied up with Meru Cabs for a campaign that aims to increase awareness and raise money for its work with children in India. The campaign utilizes the innovative branding opportunities offered by the leading cab operator to great effect both internally and externally.
The in-cab route serves a fairly precise mechanism to deliver highly targeted messaging to a well-heeled and captive audience. The communication package involves messaging at the back of the passenger and driver seat and a direct mailer that uses a case story to highlight Save the Children’s work. The loop is closed through an accompanying response device that enables passengers to show their support by donating.
Irwin Fernandes, Director Marketing and Fundraising – Save the Children adds “The attempt was to make the communication highly personal in nature so as to make the cab-passenger feel empowered to make a difference to the lives of these children”. The creative for the campaign was developed in-house although Save the Children is on the lookout for an agency to handle its creative duties.
Commenting on the partnership he said “Meru Cabs is a preferred mode of commute for a very premium customer due to the efficient and professional service provided by the company. Majority of the cab commuters are mid level and senior executives in large organizations who are also aware of professional development organizations like Save the Children. This partnership with Meru provided an opportunity to reach out to a key audience and we are thankful to Meru for supporting this initiative.”
Encouraged by the response in Bangalore, the campaign is now set to be extended to Hyderabad and Mumbai.
