Campaign of the Moment
Award winning Global e-cigarette brand blu, returned to taxi advertising this month as part of a multi-platform campaign which also included Bus T-Sides, digital screens and 6 sheets. The aim of the campaign is another positive step in establishing blu as a lifestyle brand and to drive home the idea that there is an alternative choice and ‘something better’ than smoking. Both the SuperSide and the Livery taxis led with an eye-catching and bold creative, which targeted 25 – 44 year old smokers in the city centre.
“The taxis have been a valuable and cost effective way of reaching our London audience with great campaign frequency. The fact that they’re on the streets where our target audience are working, shopping and socialising, enables us to reach them in ‘the moment’ and get our positive message out to them.”
Patrick Van Schie VP Marketing Activation Europe
Expenses. Travel. Invoice.
Concur activated a multi-touchpoint campaign incorporating digital audio, OOH, radio and mobile display, all of which was cleverly integrated, allowing for a personal feel to the campaign. A vital part of the activity involves Concur’s fleet of branded London taxis offering free journeys between eight and nine AM, or to and from key events. When no events are taking place, the taxis managed by Ubiquitous, will start the free passenger hour from strategically important business locations such as Canary Wharf and Old Street. Meshh technology is being used to deliver free WiFi, with a branded landing page within the taxis – a media first, not only for a B2B client.
“To keep our SMB business on a growth trajectory YoY we’re always innovating in the way we reach our target audience and drive this through to sales. Our taxi campaign with Ubiquitous targets SMB business and finance decision-makers, who are incredibly busy and always on the go, thinking about how to save the business money and prepare for growth. This campaign shows how Concur makes life easier by removing process headaches for them as well as their business travellers.”
Jenny Thornton UK SMB Field Marketing Director, Concur
As the UK’s third-largest holiday operator, Jet2holidays’ packages are more popular than ever. To reach their core target audience of busy city-centre people who have easy transport links to Stanstead Airport and complement other London OOH activity, Jet2holidays worked with Ubiquitous to create a taxi advertising campaign that could truly infiltrate London’s busiest streets. Rationale for the addition of taxis to the media plan was made using Route data, which successfully demonstrated the large audience reach and cost effectiveness achieved via the taxis.
The taxis complement our other OOH formats by adding new touchpoints for those who see our rail and bus advertising, and reaching people who wouldn’t otherwise see our campaign. Everyone in London’s busy city centre is a potential customer for Jet2holidays, especially with the easytrain links to Stansted Airport, so we made sure to tempt them this winter with the sun of Costa Dorada, putting the message down every street using taxi advertising.
Glide Non Stop
Gatwick Express is to see the first major changes in many years in 2016, new and more suitable trains for airport travel, better time tabling for easy departures, efficient ways to pay and much more. Wrapping all of these benefits up into a new brand to get the maximum impact and cut-through with consumers and to show why the premium fare represents good value. The new brand has a distinct point of view: cool, calm, connected and the new campaign ‘Glide’ needed to visually deliver this. Glide is all about smooth journeys to the airport while selling the benefits of the trains. Taxis were the perfect solution and allowed Gatwick Express to reach time conscious, business men and women in the city centre who travel regularly.
'We are really impressed with the impact that we have with these taxi wraps! They look stunning and are great for showcasing our new branding and introducing our Glide campaign. We chose to work with Ubiq to support the marketing we are doing to business and leisure customers in London. To help elaborate the new services that Gatwick Express can provide such as a new customer app, 10% off when you book online and free Wifi on board, we worked with Ubiquitous to put free Wifi in all of our taxis much to the delight of our passengers.'
Chris Lund and Hannah Shackcloth Brand and Campaign Managers
With the Actimel, #StayStrong, campaign we had to reposition the brand with a new global platform around ‘positive resilience’ to a younger, more upmarket audience. We identified that one of the key problems around the brand was the fact that it wasn’t visible enough. With 96% of consumption in the home, few people saw the brand in their daily lives.
In an effort to normalise Actimel as a daily, morning habit we wanted to dominate the commuter environment and offer little bursts of positivity and resilience to consumers in their moments of need – driving visibility when it mattered most.
Wrapped taxis enabled us to drive brand visibility in the commuter space and the tactical offer of free rides for a day allowed us to bring a positive lift to the morning journey and encourage conversation online.
“We are really proud to be working with Ubiq on our new Stay Strong campaign where we are encouraging people to feel strong and conquer their day ahead. Morning commuting can be stressful, so to make it a bit easier you can tweet @ActimelUK when you spot one of our branded taxis to receive a song from the Stay Strong Brothers band. Watch out for more treats as we roll out the 360 degree campaign which we are supporting with two TV adverts, OOH media, experiential events and sampling.”
Cynthia Finke Marketing Manager for Actimel
Legal expertise that's in tune with your world
International law firm, Gowling WLG, is a successfully evolving company that has a reputation for innovations in client-focused service delivery. Continually growing, they wanted to build audience/customer rapport for their brand whilst adapting from Wragge Lawrence Graham & Co into Gowlings WLG. It was important to effectively convey the company ethos and the brand image, to Londoners so they teamed up with Ubiquitous to create a campaign that stormed the streets with colourful SuperSides. Reaching people frequently, taxis were able to build abundant brand awareness with ABC1 Londoners and worked in unity with Gowling WLG’s strategy.
With this campaign we aimed to reinforce our brand image with Londoners, reaching people regularly and frequently taxis are the perfect out of home solution as they are seemingly omnipresent. The iconic black cab is a unique media format that allowed us to communicate our message clearly inside and outside of the taxi reaching the audience we desired in a premium way.
Dawn Beddard Corporate Communications Manager
The largest collection of BBC shows ever!
BBC Worldwide has chosen taxi advertising as part of a campaign to introduce the arrival of their new digital service BBC Store - holding 'The largest collection of BBC shows ever’ to buy, download and keep. Knowing that London commuters are time restricted, BBC have created a forum for them to watch TV, the way they want, when they want it. To extend their reach even further, the BBC have included other forms of media such as rail and tube which creates an omnipresent feeling for daily commuters during the campaign.
Wanting to target a broad audience, taxi advertising helped us reach a larger volume of people in a short time frame and are a key part of everyday London life. We feel the creative combined with the locations gives consumers the best possible understanding of the new service and a greater awareness of the BBC as a brand.
Simi Murthy, Head of Brand Marketing, BBC Store
I'm getting paid on the move!
From January to March, if you’re in London and hopping into a Black Cab, there is a growing likelihood that you will be able to pay for your ride with a debit or credit card or even with Apple Pay, using PayPal’s NFC enabled Chip and PIN card reader, called PayPal Here. PayPal's taxi campaign is primarily aimed at London taxi drivers, to alert them to the availability of Paypal Here, ahead of card payment being mandated in all London taxis from Oct 2016. Taxi advertising enables Paypal to reach cabbies in a manner that's relevant and also highly visible to them 24/7.
“There are more than 22,500 Black Cabs in London, offering a first class service throughout the capital. However, more people expect to be able to pay by card when they grab a cab, and are frustrated to find that many taxis don’t take cards. We hope to remedy this by working with Ubiquitous to make PayPal Here the choice of both London’s cabbies and passengers in 2016, giving people the option to pay via debit or credit card and by contactless card and mobile payments.”
Rob Harper Director of Mobile Commerce, PayPal UK
Feels Like NOTHING Else
Luxury brand UGG Australia has been producing quality footwear, clothing and much more for over 30 years. Their brand and goods have become a symbol for the best of modern style and living, embraced by those who adore and follow fashion with a passion. To introduce their ‘Classic Slim’ range to an audience that loves to keep up with the latest fashions and style, UGG Australia used our iconic black taxis to stand out on the high street in four major UK cities. Through taxi advertising, UGG Australia is not only able to achieve a high street presence, but will also be seen throughout many hard to reach shopping and lifestyle centres, that other out-of-home formats can’t reach.
The iconic shoe brand UGG Australia is assuring their presence is kept front of mind of consumers throughout the busy holiday period by embracing traditional black cabs to stand out in key retail areas. Employed on SuperSides, tip seats and receipts the brand reaffirms their presence across major UK cities in a momentous retail time, where the stylised creative presents UGG Australia as the go-to-gifting brand for winter shoes both for him and her, while informing consumers of the location of their UGG Australia store.
Malin Herrstorm UGG Planner, M2M
Flavours With Oomph!
Global premium e-cigarette brand Blu eCigs is one of the UK’s most trusted electronic cigarette brands. To promote their ‘Flavours with Oomph’ campaign, Blu eCigs branded 65 livery taxis to drive brand awareness to Londoners during key sales periods including Stoptober and New Year. To create a multi-sensory brand experience, Blu inserted bespoke menthol and bluberry scented air fresheners inside the taxis to showcase their award winning flavours. During Stoptober, Blu also offered London smokers the chance to ‘swap and save’ by exchanging their pack of cigarettes for a free mile in the taxi for the duration of the month - that’s a free fare from Piccadilly Circus to Covent Garden! Extending their campaign even further, Blu taxis were used to transport celebrity guests to the British Reality TV Awards, which Blu were sponsoring.
‘With this campaign we aimed to ensure that as many London smokers not only noticed our brand, but could also feel and experience it first-hand. Through gifting participating drivers who smoked Blu eCigs as well as creating an aroma makeover inside the taxis, we feel as though we have done just that. Taxis are a unique out of home format that enables us to create these types experiences and to showcase what this brand is all about to our audience’.
Rebecca Hargardon Senior Brand Manager