Rebranding a market leader with an 18-year-old legacy is one of the most complex communication and operational challenges in the marketing industry. When regional taxi giant Cammeo decided to step into a new era of urban mobility under the name Wizi, we took charge of the part of the segments of this historic transition.

Our rrole encompassed comprehensive new brand strategy branding, management of public relations (PR), strategic media buying.

The goal was simple yet demanding: ensure a seamless transition for passengers while maximizing market impact for the brand.

Strategic PR and Narrative Management
The primary communication challenge was conveying that the evolution of the name did not mean a loss of quality, but rather the introduction of a more modern, globally competitive standard.

Through a meticulously structured PR strategy, we secured widespread, high-impact media coverage across leading national and regional portals and print media. The campaign focused on preserving core brand values—reliability, identical contact numbers, and the same app functionality—while simultaneously introducing the vision of international expansion.

By releasing information transparently and at the perfect tempo, we eliminated market confusion and positioned the transition as a natural leap forward.

Data-Driven Media Buying for Maximum Reach
Moving on from a brand name that had been a household staple for generations required instant, high-volume visibility. We designed and executed a media buying strategy that blended high-reach traditional channels with hyper-targeted digital advertising. Through an integrated mix of programmatic display, radio commercials, and strategically placed out-of-home (OOH) assets, we achieved optimal frequency and maximum reach across all key demographics. Every dollar of the budget was mathematically optimized to build immediate top-of-mind awareness for Wizi from day one.

 

The campaign has become a benchmark for successful rebranding in the regional market. Cammeo transformed into Wizi in record time, keeping its loyal passenger base intact while laying the groundwork for international scaling.