We spoke (discreetly) to drivers across Edinburgh

“I work for City Cabs which is a not for profit taxi association – I don’t want to move to a money making taxi app. There must be more in it for them than for me.” John, 53, Portobello

“I’m worried about Uber coming to Edinburgh, it’s going to take business away from the black cabs.” Paul, 32, Dalkeith

“I get regular work from the Central Taxis app, and I can’t commit to more than one, so why would I want to swap?” Jim, 44, Leith

“Being paid weekly doesn’t make any difference after you’ve been with City Cabs on the six week cycle for six weeks. I’m already being paid weekly as I have money coming through from six weeks ago.” Pete, 34, Blackhall

“I don’t trust these new providers, City, Central and Com Cabs have been here for years and people know and trust them.” Dave, 46, Morningside

“City Cabs have the airport contract, and the fares from the airport are pretty good, if I switch I’ll lose airport runs.” Susan, 37, Corstorphine

We need to make people switch..

We need to go back to basics..

To switch drivers we need to communicate to them:

• That they’ll make more money
• That life will be easier (no more card machines)
• That GetTaxi will grow the market, so more people are using black cabs
• That it’s easy to switch

Inspiration

Inspiration

The challenge is getting in front of them

Taxi Tombola

Taxi drivers are at the cusp of our great moments

But they don't always experience the finest things in life

Taxi Tombola

Getting the word out

Work the ranks

Free pop-up car wash

Direct Mail

Central Edinburgh event

Clear messaging