Cabify are one of the many options for calling a taxi in varies cities around the world. I’ve got to the point now where I have absolutely no idea which app will work in which city so I rely on what Google Maps will highlight combined with what I see around me. So I didn’t even realise that Cabify was a Spanish company or that it was from Madrid. I am probably not the only person if their current marketing campaign is anything to go by.
The wording is pretty simple:
When you’re out and about, Madrid shows itself.
Cabify wasn’t born in a West Coast garage. We were born in 2011 right here, in the Tetuán neighborhood. And that makes a big difference: because if you’re around Madrid, you know that Lavapiés is Lavapi, and Fuenlabrada is Fuenla.
We’re from a city with a unique way of being and speaking. We are “made in Madrid”.
With the way things are right now this is a nice move. It’s subtle and the video is nicely executed, but the underlying message is pretty clear – they’re not an import. They’re local and that matters:
What do you think?
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