An interview in the car: we talk to the Marketing Director at Cabify about their new brand territory

Jane Anderson
Jane Anderson
Silvia Echezarreta sentada en el coche con Natalia Marin durante la entrevista

Silvia Echezarreta He is Head of Marketing at Cabify at a European level and has been closely linked to all the work that has been done for the launch of “Acércate”. It is a new brand philosophy that seeks to highlight the good things about cities and will have its first activation phase in Spain, Chile and Argentina to expand next year to the rest of the countries where Cabify operates.

To talk about the campaign creation process and to find out what is behind this new Cabify communication territory, we have climbed with Silvia in one of the cars in their fleet in Madrid.

And it has been launched a brand manifestobut there are also activations in spot format and, even, the slogan “Come closer” has been brought to Cabify’s promotional products, such as its iconic water bottles. We talked about all this with the board in an interview from the back seats:

With a certain point of pedagogy to highlight the good things about cities and invite the people who live in them to enjoy them, it was time for Cabify to launch a communication like this. After having focused its messages in previous moments of communication on the idea that there is room for everyone in one city, Cabify now invites the user to live experiences in the cities “in a physical, real way, in the company of friends, family and other loved ones”as explained by the company. This is one more step in the claim “The city is yours”, which has accompanied Cabify for more than a decade.

We have also taken advantage of the car trip with Silvia to ask her what she looks for in her communication partners or who they are. Cabify’s marketing objectivesbeyond increasing the consumption of your service.

Here you can listen to the full interview in podcast format: