With the introduction of ride share companies like Uber and Lyft came big problems for the cab industry. Customers quickly began to prefer the ease of finding a ride and paying for it through an app. Enter Riide, an app based system that lets you call and pay for a cab just like the ride share guys. The big difference, Riide never charges surge pricing. Building on Riide’s strongest point of difference we created Surge, a memorable character who made sure customers got the point they’d never have to pay surge prices when they hitched a ride with Riide.
We created social content and pre-roll videos featuring Surge and all his hilarious/infuriating reasons for charging you surge pricing.