GetTaxi Meet Roy

Roy the Dinosaur

GetTaxi Meet Roy

Roy the Dinosaur gives GetTaxi the character and personality the other taxi app brands lack


  • Brand strategy and design
  • Colleague engagement
  • Digital content and social strategy
  • Creativity at the heart of performance
  • Innovation and ideations


  • Radio
  • Press
  • OOH
  • DOOH
  • Social
  • Digital
  • Instore

Prehistoric thinking

Without the backing of a big budget we had to think outside of this century to steal market share from the big boys of the taxi app world.



We created a guerilla campaign of large proportions (23ft in fact) to show that there’s a new kid in town. And voilà. Roy the GetTaxi loving dinosaur was born. Giving the brand the character and personality that others lacked.

GetTaxi Meet Roy
GetTaxi Meet Roy

Find Roy

It started when an unknown orange dinosaur named Roy went missing from an Essex diner with little more than a fanny pack and a smartphone. He soon began to pop up all over London in classified ads and ‘Missing’ posters.

Teasing with the second coming, we introduced ‘Get the truth about dinosaurs’ posters and saw the #roythedino movement on social media come to life.

GetTaxi Meet Roy

Roy <3 GetTaxi

Having been stuck by the side of the road for 65 million years, we introduced him to GetTaxi. Now, he’s free to explore London in the style and comfort of a black cab. And the rest is dino history.

The big bang

The missing stage of our campaign generated over 13 MILLION impressions, launching Roy as a recognized brand ambassador.

GetTaxi Meet Roy

In short (arms)

Since his rebirth Roy’s been making up for lost time and has recently secured partnerships for GetTaxi with TFL, Visit London, O2, HTC & AEG.

Not bad for a fiberglass dino that chews his own poop.

GetTaxi Meet Roy