French fashion label Maje has teamed up with Ubiquitous to brand over 100 London cabs to raise the company’s profile in line with London Fashion Week.

The creative will feature on 100 London taxis around the capital on a SuperSide format, as well as appearing on 28 Mercedes Benz Vito taxis. This is the first time that Vito taxis have featured in a mainstream taxi advertising campaign and is an indication of their increasing popularity as a taxi format, being able to carry larger numbers of passengers, often for longer journeys.

The campaign, featuring English television presenter and model Alexa Chung, has been designed to increase awareness and drive footfall to Maje’s eight London based points of sale.

In addition to the stylish exterior creative which reflects the brand’s chic Parisian origin, each taxi features interior tip seats, and branded receipts for passengers, this will further help to encourage fashion-forward consumers to visit Maje on the high street, especially those who may not be aware of the brand’s London stores.

Yves Benoliel, Marketing and Communications VP, Maje, commented, “London is one of the world’s leading cities when it comes to fashion so reaching out to the capital’s stylish audience was essential for us. Using taxis in our campaign enables us to reach consumers in areas which other formats would not be able to do as easily and the benefit of tip-seats and branded receipts provide us with an opportunity to tap into consumers throughout and after their journey.”

Andrew Barnett, Managing Director, Ubiquitous commented, “Timing advertising campaign to coincide with a major industry event such as London Fashion Week is an intelligent approach to maximising brand exposure. With media attention around the fashion industry at its height, the taxis will help position Maje as front of mind as one of most exciting labels in town during the show. This will prove an invaluable means of attracting consumer attention to both the brand’s online store and retail outlets.”