My Taxi’s second rebrand costs €3 million

My Taxi’s second rebrand costs €3 million

Taxi-hailing service MyTaxi has invested €3 million in its new rebrand to Free Now, two years after a similar multimillion-euro rebranding exercise.

The service, formerly known as Hailo, rebranded to MyTaxi in 2017 after it was acquired by German outfit Intelligent Apps, which is controlled by Mercedes-Benz maker Daimler.

Following the acquisition, some €5 million was pumped into advertising for its new brand, which included an extensive billboard campaign and online films.

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