CabCard: card payments, with a memorable twist.
A confident advertising campaign that used wit, retro imagery and one clear proposition to speak directly to taxi drivers.
The brief
CabCard needed a marketing campaign that encouraged taxi drivers to accept card payments without making a practical message feel dry. Familiar vintage imagery and contemporary conversational headlines created a playful contrast that made the proposition immediate, human and worth a second look.
The campaign
One proposition. Three reasons to look.
Each advert took the same core message and found a different way into it: surprise, reassurance and the freedom to leave cash behind. Black-and-white imagery made the small flashes of colour work harder, while the supplied CabCard identity anchored every execution.
Across channels
From page to screen.
Created for magazine and digital advertising, the campaign kept its message and visual rhythm consistent across both channels. Strong imagery earned the first glance, then direct copy made the proposition easy to understand.
- One clear payment proposition repeated throughout the campaign
- Retro imagery used as a memorable, characterful hook
- Supplied identity and colour cues carried consistently across each advert
- Layouts created for magazine and digital advertising
The feedback
“Mark is very professional in his approach and has always produced high quality graphics. From a working brief he will take your ideas to a higher level and make the visual work for your market. He operates in a calm, un‑fluttered manner and has never missed a deadline or let us down”
CabCard