A celebration worthy of Vodafone!

London’s best network on London’s oldest form of transport.

How do you let the city know you’ve been crowned London’s best network? Using Taxis is a clever start. For their latest campaign, “The Nation’s Network”, taxis and buses complemented an in-person brand activation in Trafalgar Square featuring a giant love heart sculpted by artist Frankie Curtis.

The who, what, where, and why

50 Vodafone-liveried taxis roamed the streets of London from the 10th February to the 9th March, reinforcing the brand’s crowning as the nation’s best network by Net Check for a second year in a row. The 50 taxis complemented the interactive art installation by artist Frankie Curtis, whose sculpture used 4G and 5G connected LED’s to show the ‘connected heartbeat’  running through London.

Why did taxis work?

Taxis reinforced Vodafone’s key brand messages and assisted in a thought-provoking brand activation. As a format that makes thousands of daily visits from Mayfair to Heathrow, it’s not hard to think that the black cab is a great connector of people and communities – just like the Vodafone network.

Taxis also excel in positive awareness. Attest research conducted for this Vodafone campaign found that relevant audiences that viewed a branded taxi were more likely to view the brand positively, even going as far as echoing the brand’s key messages.

A special thank you to our agency and specialist partners, Carat, Dentsu OOH and Posterscope, who brought this inspiring campaign to life. Taxis truly are a sophisticated way to celebrate your big wins.