EXCEL Gum has quite an interesting campaign coming up next month that will provide Toronto youth with free cab rides. On February 7th, the company will be arranging shared lifts via #ConnectionCabs across hot spots in the city. The only prerequisite to partake in the campaign is to share the ride with someone else and make a connection with that person.
EXCEL Gum's free cab rides were inspired by a recent survey about confidence. It revealed that plenty of young adults (aged 18-24) in Canada are reluctant to interact with new people and enter in unpredictable social settings. While the #ConnectionCabs are there to give those individuals a playful nudge, the format of the campaign is cleverly inspired by the popularity of Uber and Lyft among younger demographics.
The #ConnectionCabs activation is an extension of Excel's #MakeConnections campaign, which features real stories of missed connections. Excel hopes these efforts will encourage more Canadians to be confident and strike up connections when an opportunity presents itself.