Case Study: Jupiter: Investing in the Brand, Long Term
UK asset manager Jupiter, has been an advocate of taxi advertising for several years; the iconic OOH taxi format is a solid foundation to Jupiter’s integrated customer marketing plan, which includes an intelligent mix of above the line media.
Planned by Ptarmigan and booked by Talon Outdoor, Jupiter’s media plan is focused on reaching a well-defined key city target audience that includes Financial Advisers and wealth managers, as well as the all-important end investor, for whom the brand should be recognisable and trusted.
Their plan is delivered via a blend of targeted online and press, and both digital and classic OOH media. You’ll see Jupiter at rail stations, airports and at roadside, where they’re using digital OOH for flexibility and location and classic billboards for audience reach. OOH is complemented by media placements in broadsheets and financial/business titles.
Uniquely within this on/off media mix, taxi advertising runs throughout and across the long term, delivering constant brand exposure to Jupiter’s target audiences in a typically British manner.
Perhaps the most important factor for choosing taxi advertising long term, is its efficiency to provide Jupiter great reach and frequency to their target audience, as black cabs visit those city centre streets where Jupiter knows their audience to be. Not only is this cost-efficient media buying, but it puts Jupiter’s brand deep into city areas where there is little competing media and does so in a manner that is both disruptive and active.
Coming a close second to audience reach is the very fact that the taxi campaign is ‘always on’. Across the long term, the type of campaign that Jupiter is running delivers outstanding cost efficiency and audience reach.
Creative & Contextual messaging
With their bright orange wrapped taxis, Jupiter boldly promotes its very personal and expert service in a clever and contextually relevant way. Their latest campaign, ‘Direction’ plays on the idea that London’s cabbies know their way around town better than anyone, like Jupiter and the financial markets, with the clear explanation that ‘Some know their way around the markets better than others’. ‘Direction’ is hot on the tails of the previous campaign, ‘Driven by Humans’ – a timely message, in the era of driverless cars, that Jupiter uses ‘people not algorithms to 'navigate the markets.'
Jupiter has a history of using their taxis to deliver intelligent copy that’s contextually relevant; in this way they’re talking directly to their target audience: those investors who value the type of clever thinking that stands out from the crowd. The taxis, quirky, British and full of personality (figuratively and literally), allow Jupiter to have a little fun with their brand.
When asked about their taxis, besides the obvious media planning efficiencies, it’s fair to say that Jupiter favour their striking orange cabs because they are uniquely adding flavour to the brand. They’ve taken ownership of this global icon with their vibrant orange and they’ve hit a tone of voice that has delivered brand recognition and fame – something that only comes from backing your brand with conviction and consistency over the long term.
"Jupiter has long incorporated taxi advertising into its integrated media plan and we choose to do so because taxis place our brand into those areas where we know our target audience to be. The typically British taxi advertising format is a space in which we can be both playful and intelligent with our brand message, allowing us to appeal to the end consumer in a thoughtful, human manner."
Laura Curtis, Head of Marketing, Jupiter Asset Management Limited