Mobile marketing agency Incentivated is providing the mobile technology for a re-launched, award-winning campaign to warn women of the dangers of using illegal minicabs in London. The campaign calls for people to be  CABWISE in time for the office Christmas party season.
The joint campaign between the Mayor, Transport for London and the Metropolitan Police, targets women and students, party-goers, shoppers and all those wanting a safe journey home. The instruction is simple: TEXT HOME to 60835. A return text message is then sent containing two local licensed minicab operator numbers, and one Black Cab number.
The campaign has three components.  First, the CABWISE rebranding will heighten awareness of the service. Second, CABWISE  vCards, mobile business cards which can be saved to mobile phonebooks, will be texted to users. Third, mobile CABWISE screensavers can be downloaded to handsets.
The HOME text service has been operational for over a year, forming a key part of a the wider campaign in London to make travel safer at night” says Incentivated MD, Jonathan Bass. “The campaign provides a strong platform for us to develop this initiative. The CABWISE element of the campaign harnesses the download capabilities of todays handsets making it easier for people to save the shortcode, and be reminded on the mobile service.”
The mobile campaign is being promoted by a poster campaign and TV ads on Pub TV screens, which will be played between music videos. In addition, 500,000 emails will be sent out, alerting people to the CABWISE website,  where they can download a vCard with the contact details or the screensaver. The online push has been devised by Tullo Marshall Warren.