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Taxi app Karhoo lands in London with the promise of bringing 'colour and choice' to the market

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By Rebecca Stewart, Trends Editor

May 10, 2016 | 2 min read

Uber rival Karhoo has launched in London, pushing out an integrated marketing push in the capital to set itself apart in the crowded taxi market.

Karhoo app launches in London

The campaign is centered around the strapline 'Here comes choice', with the company hoping that the playful creative will support the brand in it's mission to "positively disrupt" the space.

Unlike other apps, the startup will work with both licensed cabs and private hire taxis, and has already signed up some well known London names such as Addison Lee and ComCab.

The platform directly connects customers to a fleet dispatch system of established operators, allowing passengers to choose and book their ride based on price, arrival time, vehicle style and cab firm.

karhoo london campaign

The campaign, which comprises video, OOH and online activations, was created by the firm in tandem with a number of agencies including VCCP which took on creative and media, and Roast which handled the digital elements. Mission devised the strategy, and Bolser took care of web and CRM.

The creative is being rolled out across across 17 train stations in London and will include a digital display Waterloo take over, as well as mobile performance and location-based activity across Facebook, Twitter and paid search. ITV and Channel 4 will host the TV spots.

Daniel Ishag, Karhoo’s chief executive, said: “We are working with the best in the communications industry to create a brand and global strategy that will enable Karhoo to disrupt the market for the better; giving passengers more choice and fleets more work… everybody wins.”

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