Case Study: Nickelodeon

Campaign Details

The nationwide campaign, planned and booked by UM London, will run across a variety of formats, some not quite as traditional as others! Alongside digital and TV, Leonardo, Donatello, Raphael and Michelangelo, the four ninja turtles, emerged from the sewers onto the streets on London’s Southbank through a specially commissioned 3D art installation at Riverside Walkway by St Gabriel’s Wharf.

Liveried taxis showcasing the popular cartoon characters could be spotted in London, and SuperSide taxis appeared in Manchester, Birmingham and Edinburgh, featuring the turtle heroes.

Target Audience

Families and children.

Campaign Goal & Results

Children’s entertainment channel Nickelodeon created their very own ‘turtle taxis’ ahead of the relaunch of popular cartoon show Teenage Mutant Ninja Turtles. The show, which was considered one of the most popular children’s shows on TV in the 80’s, was returning to a new generation, with hopes it would once again become a favourite.

Using taxis across multiple cities enabled Nickelodeon to reach ‘everybody, everywhere’ across the busiest streets in the country, reaching a variety of audiences with their bright creative.


"With the Teenage Mutant Ninja Turtles making a return and creating one of the biggest launches for Nickelodeon to date, we felt it was essential to pull out all the stops. Including taxis in our nationwide campaign is another way to capture the attention of audiences down the busiest streets and in the most populous cities. Featuring our impossible to miss creative, Taxi advertising works perfectly within our integrated campaign, spreading the word that the turtles are back!"

Alison Bakunowich, VP Director of Marketing and Communications, Nickelodeon UK