Campaign of the Moment
ART OF SLEEP
Taking inspiration from the their print archive, the Liberty London sleep range sees long-loved designs reimagined in brilliant technicolour. As part of the campaign, 60 SuperSide taxis have been adorned with the beautiful images showcasing the new sleep collection, available exclusively from the flagship store on Great Marlborough Street. Liberty London’s “Art of Sleep” campaign launched in November and will run until the end of the year.
View the new collection here: http://www.libertylondon.com/uk/department/liberty-products/clothing/sleepwear/
“The iconic London black taxi combined with the legendary Liberty London brand work perfectly together to tell a story of our city and appeal to high net worth city-centre Londoners as well as overseas visitors.”
Madeleine Macey, Marketing & Communications Director
Singapore Tourism Board
Passion Made Possible
Singapore Tourism Board recently launched a new marketing campaign, ‘Singapore – Passion Made Possible’ in the UK. Aimed at targeting those who are in established careers and also the Active Silver generation; Singapore Tourism Board had two different campaigns running with 10 taxis wrapped in two of STB’s passion tribes. The Foodie tribe, showcases Singapore’s status as the culinary capital of South East Asia, whilst the Explorer tribe, showcases Singapore’s bountiful green spaces. The taxi campaign was part of an integrated marketing mix, which comprised print and digital media buys, Outdoor media screens and ECN screens.
“We selected the Taxi wraps to achieve a highly impactful reach, awareness and affinity of the new ‘Singapore – Passion Made Possible’ to our target audience. We believe the taxis worked hard to achieve results in and around the Capital and are a great addition to any campaign.”
Jason Chan, Area Director, Northern & Western Europe; Singapore Tourism Board
70 Flights A Day To North America
American Airlines has harnessed London’s iconic black cabs for its latest brand activity - a real-time geofenced campaign which will see American Airlines mobile content delivered to targeted devices in proximity to their branded taxis. The activity aims to increase the frequency of brand exposure to a well-defined mobile audience and is the first time that any brand has used geo-location to enhance an integrated taxi advertising and mobile campaign.
"American Airlines is all about innovation. Our flights from London give travellers the most connected experience, with on-board Wi-Fi being at the very heart of this offering. That’s why we’re proud to work with MediaCom to push digital innovation and offer this exciting media first."
Brady Byrnes Director of Global Marketing
Orange liqueur Cointreau, has implemented a SuperSide and Livery taxi campaign as part of their multichannel activity in London, which combines social and digital video with out of home formats including taxis, underground and roadside 6-sheets. The creative featured Cointreau’s summertime signature serve, the Cointreau Fizz; a premium experience to be shared. The modern day cocktail, that is easy to make, enjoyable and easy to share with friends for summertime drinks.
As part of a wider campaign, the taxis played a key role in keeping the brand front of mind on city centre streets, reaching socially active consumers in the heart of entertainment hotspots such as Soho, Covent Garden and Shoreditch. The taxis bright and summery creative charmed their way through London in style and we loved them. Always professional-looking this was a very unique format that allowed us to stand out on the streets of the ever-busy city centre.
Jenia Matthews Marketing Manager, Remy Cointreau
Flagship retail destination Westfield created these brightly coloured Liveries & SuperSides in the build-up to and across the start of the Summer Holidays, to publicise the free Bompas & Parr pop-up adventure, Future Forest. The unique installation invited us to learn about the relationship between humans and nature with the Future Forest project: a playground themed around urban reforestation.
We are really pleased with the look of the taxis for our Summer campaign, booked with Ubiquitous. It was important for us to raise awareness of Westfield and to attract families during the busy Summer holiday period, whilst promoting our Future Forest events. We're happy that this campaign, and in particularly the full taxi wraps, which provided fantastic impact on the streets of London.
Natalie Burt Marketing Manager, Westfield
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