Turtles make a return, with a little help from taxis!
Published 15 October 2012
Children’s entertainment channel Nickelodeon has teamed up with Ubiquitous taxis for the first time to create 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, is returning to a new generation, with hopes it will once again become a favourite.
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.
In London, liveried taxis featuring the popular characters will be live from 16th October and in Manchester, Birmingham and Edinburgh, SuperSides will feature the turtle heroes. Using taxis across multiple cities has enabled Nickelodeon to reach ‘everybody, everywhere’ across the busiest streets in the country, reaching a variety of audiences with their bright creative.
Alison Bakunowich, VP Director of Marketing and Communications, Nickelodeon UK, “With the Teenage Mutant Ninja Turtles making a return and creating one of the biggest launches for Nickelodeon to date, we knew it was essential to pull out all the stops. Including taxis in our nationwide campaign will ensure we capture the attention of audiences down the busiest streets and in the most populous cities with our impossible to miss creative. Taxi advertising works perfectly within our integrated campaign, spreading the word that the turtles are back and better than ever!”
“Taxis in key cities offer the perfect way to generate broadcast awareness of a national event, such as the advent of a TV show”, commented Micky Harris, Director at Ubiquitous. “They reach busy, on-the-go audiences with a constant reminder throughout the day, complementing other media running in and around the local area.”