Many passengers tell taxi drivers to drive hurriedly; however, they don’t usually tell taxi drivers that they are not in a hurry.

By installing “Yukkuri (Slow) Button” inside taxis, Sanwa Koutsu is now able to make passengers not in a hurry apparent.

Therefore, this creative execution can maximize the opportunity to appeal Sanwa Koutsu’s high standard in safety and comfort – their branding– to their passengers and people in the public space.

In December 9th, 2013, 10 Turtle Taxis started operating. Within 3 months after launch, “Yukkuri (Slow) Button” has got pushed 1,274 times by passengers.

After Turtle Taxi’s launch, the taxi reservations by phone increased by 113% -- successfully acquiring new users. Also, this project was picked up by multiple media such as newspapers, magazines, and WEB; Sanwa Koutsu’s media exposure increased by 1,400%. In addition, there was 862% increase in social media activities related to Sanwa Koutsu.