Cabify launches brand territory with “Acércate” and the focus on the good things that cities have

Jane Anderson
Jane Anderson
una madre caminando por la calle con su hija a hombros

In the distance you see houses. Up close you see people.
From a distance you see streets. Up close, people.

These are some of the statements that Cabify makes in the manifesto of its new advertising campaignarticulated under the concept of “Come closer” and which represents the milestone of a new communication and brand territory for the mobility company.

Cabify seeks to highlight that everything depends on the attitude with which you look at the city

Thus, after having focused its messages in previous moments of communication on the idea that there is room for everyone in a city – in reference to the coexistence of various forms of mobility -, 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 they explain in a statement. This is one more step in the claim “The city is yours”, which has accompanied Cabify for more than a decade.

“Come closer” It was born, therefore, with the intention of conveying the company’s purpose, which lies in making cities better places to live, beyond the chaotic, dizzying or devastating image they may have. “They can be wonderful places to live with thousands of opportunities available to the people who live there”they express from the company. In this way, Cabify seeks to highlight that everything depends on the attitude with which you look at the city, and its objective is enhance that change in perspective: “It’s not the same when you look at it from afar as when you look at it up close.”reads the phrase with which the campaign manifesto ends.

“Come closer”, which has been orchestrated by Cabify’s internal team in collaboration with the Alma Miami and Easy agencieswill have an ambitious media plan and various pieces that convey the meaning of this new communication territory.

Along with the manifesto, three video capsules have been released that show the reality of what it is like. a city through the stories its people live. They transmit day-to-day situations with titles in line with the content of this campaign, such as “Family, up close, wins,” “Music, up close, wins” or “Love, up close, wins.” ”.

This advertising campaign “represents a milestone in our marketing strategy because it marks the starting point of a new communication territory”declared Daniel Rodrigo, Vice President of Marketing at Cabify. “It is an invitation to experience the city in a more full and authentic way. We trust that this message will resonate strongly with the people who live in the markets where we operate, reaffirming our commitment to making cities better places to live.”

Among the formats where the campaign will be present, the exteriors of Barcelona, ​​Madrid or Valencia stand out; video platforms such as Netflix or Prime Video, as well as the brand’s social networks and its own channels, where the user will participate. The campaign will also be launched in different phases: The first will be in Spain, from October 1 to 30, a country that will be followed by Chile, where it will begin on October 10 until November 20. And finally, in Argentina it will be active from October 21. In 2025 the campaign will continue to expand to the rest of the countries where Cabify operates.

More info: Come closer

Technical sheet

  • Client: Cabify
  • Campaign: “Come closer”
  • Campaign Director: Norma Giménez
  • Cabify creative direction: Jose López and Susana Martínez
  • Cabify strategic direction: Elena Puerta and Aída Caba
  • Spain Marketing Team: Silvia Echezarreta, Laura Rodríguez, Sara Arias, Brendan Astbury and Luis Miguel Rojas.
  • PR Spain team: Javier Aguilar, Isabel Ruiz
  • Creative Agencies: Alma Miami and Easy Agency
  • Media Agency: Dentsu
  • Audiovisual Production Company: D’avant-Garde Media and The Production Club