Rothco Reveals its Strategy Secrets in This Lovely Valentine’s Taxi Film
In a new in-house campaign, Rothco has decided to share its best kept strategy secrets with the advertising industry through a short mini-series with the world’s taxi drivers. They launch the first in the series of the Taxi Driver Report for Valentine’s Day with ‘Dublin Taxi Drivers on Love.’
Rothco’s ‘Taxi Driver Report’ is a new series which explores topical issues, using taxi drivers to channel public opinion. The series will feature Taxi Drivers the world over, one city at a time – from Yellow Cabs to Tuk-Tuks - launching a filmed, lyrical tirade of sorts on global brands, cultures, and businesses, all filmed through the rear view mirror and an iPhone.
Rothco’s Chief Strategy Officer, Emer Howard, comments: "There’s lots of great research out there, and lots of great research partners doing it. We wanted to add something different - something complimentary that scratches below the surface to find human truth, perhaps in a more creative way. We're using Taxi drivers from around the world as a conduit of public opinion, to get a refreshing and real-world point of view that might just help us change the fate and fortune of brands and their businesses.”
Over the last twenty years, Rothco has been building client strategies and their ensuing work on the opinions of real people. Part of this strategy would be driven by conducting vox pop style interviews of consumers, then editing them together to give clients a real-world perspective on their brands and their problems.
Early on, Rothco started to use the belligerent, obstinate, contrary taxi driver that people all know and love, to show their clients what the public really thought of their brands. They captured all that they have to say on video, from the back seat, before editing their opinions into a short film.
So, why taxi drivers? Emer Howard responds: “Taxi drivers know their stuff and they're not afraid to express their opinion. Have you ever tried to disagree with a taxi driver on a matter of public opinion? It’s hard to argue with someone who has already done their own 1,000 respondent in-depth qualitative study on a nationally representative sample… Even if their respondents didn’t know they were being researched!”
The films have launched on Rothco’s website and social media channels and will run throughout the year. The audience are invited to subscribe to the channel to become a part of the wider public opinion, or they can have their own Taxi Driver Report commissioned by contacting Rothco at curiosityshop@rothco.ie
