Connexxion’s new taxi service was built to compete for the Dutch roads with global giant: Uber. By tapping in on local sentiment rather than international allure we created a distinguishing market position, using its cultural heritage to our advantage. Choosing to stay local provided Abel with the unique opportunity to really tune into their audience. Whether that’s online, on the street or at the local carpool. Resulting in highly focused and specific messages that resonated with our local customers when compared to Uber’s one-size-fits all approach.

By bringing ‘Abel’ to life, we choose to engage purposefully with our community and gain an advance on market leader Uber with a hyper local character & a melancholic look that winks to classic Dutch stories.

For the launch campaign we recreated memorable moments in the taxi that celebrate Abel’s friendly sharing is caring attitude. The campaign stretched from online content to offline abri’s and billboards.

We created Abel’s social strategy & developed its content by producing hyper-local content with topics, brands & ambassadors that embody Abel’s local roots.