TaxiWars had a strong service offering – minimum fare rides, outstation options, and flexible pricing. But people weren’t downloading the app at scale.
The challenge was simple: How do we turn this message into low-cost app installs in a market dominated by Ola and Uber?
The goal was clear – reduce cost per install and hit 5,000 downloads per month.
We ran campaigns on both Meta and Google UAC, tested multiple creative messages, and quickly identified what was driving the best results. Instead of waiting till the end, we kept optimising in real time, shifting budget towards what worked and cutting what didn’t.
1. Instead of product-led navigation, the site was structured around audience type. Institutions, employers, educators, and learners each follow dedicated journeys with relevant proof points, outcomes, and conversion paths, eliminating the need for information translation.
2. Outstation Travel Pune to Nashik. Same day return. 20% cashback on outstation routes. Targeted users with scheduled intercity travel. Strong secondary performer.
3. Get the Choice to Choose the Fare Autonomy and control as the message. Targeted users who felt locked into Ola/Uber pricing with no alternatives. Mid-funnel awareness driver.
The campaign tested three distinct creative angles, each targeting a different buyer motivation. Minimum fare messaging outperformed the others on install rate and cost efficiency.
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