Online taxi market growth in 2018 led to an increase in consumer demand for the services, drastic decrease in loyalty indicators and market commodization. We launched a simple, creative project focused on the emotional bond between the brand and its audience. We analyzed users’ habits during the year and designed 17 personalized taxi-types. Then we introduced a project within the app: users could view their statistics and share it in social media. During just 5 days before New Year (peak season with lots of advertising clutter and increased competition) we reached more than 5 mln users and exceeded our KPIs.