The campaign, by Media Agency Group, includes washroom panel ads in bars and clubs, the distribution of 100,000 beermats around 200 pubs, and digital six sheet posters in sites including Tower Bridge, Shoreditch, Finchley Road and Kings Road.
The washroom panel ads will offer pub goers the chance to win up to £300 of Amazon vouchers when they tweet a photo of themselves with the hashtag #cabguru.
Cab Guru lets users browse every local taxi and cab company in the UK to compare journey times and costs, before booking through the app.
As well as Uber, which connects passengers with individual drivers, and Gett, which is used only for black cabs, Cab Guru will compete with Karhoo, an app with a similar proposition that handed its full-service account to VCCP in May.
Cab Guru marketing manager Danielle Kinsella said: "Working with Media Agency Group has allowed us to reach our ideal audience across several formats, and we’re all confident that this campaign will yield great results for Cab Guru as we continue our already impressive growth."