A Standard Campaign with High Standards
Have you ever heard of the goldilocks zone? It refers to the region around a star where the temperatures are suitable for sustaining life. The term references the fairy tale “Goldilocks and the Three Bears”, where Goldilocks finds porridge that is “just right” – not too hot, not too cold.
Our Head of Marketing, David Sore, reminded us of the term as we were discussing the benefits of a standard duration taxi campaign. With a 4-week minimum, we think that is a considerable sweet spot between less time and bigger budgets that's just right for impact.
So, just like your reliable morning porridge, how do taxis deliver a campaign that is ‘just right’?
Targeted reach and Impact
A standard 4-week taxi campaign is already twice as long as most OOH bursts... and you can run it longer for sustained presence. A month is plenty of time to work along an OOH network strategically anchored in high-traffic areas like bus stops, train stations, and major landmarks. Taxi Advertising is a unique OOH offering because it not only exists in the same locations mentioned previously, but also frequents iconic streets with limited (if no other) OOH present.
Driving action
Concise campaign bursts benefit from an OOH format that prompts recall and action. Attest research for a market-leader in cosmetics and beauty found that those exposed to taxi advertising were more likely to visit a retailer in-person or online (2).
So, who can benefit from a 4-week campaign?
Brands with seasonal or event-driven sales
Brands linked to specific events, like sporting events, concerts, or festivals, or even holidays, can benefit from a succinct taxi campaign. We’re reminded of our recent partnership with Stella Artois for the Wimbledon Championships. They used their 4-week campaign to first generate awareness ahead of the event, then to have presence in Wimbledon for two weeks to tie in with energy and excitement during the tournament. Taxi Advertising, thanks to its versatility and practicality, could turn up at the event as needed.
Brands with a strong social media presence
Attention-grabbing campaigns can reach a large audience thanks to the leverage social media provides. Brands with a strong influencer strategy can also benefit. Our recent partnership with Who Is Elijah, the rebellious Australian fragrance brand, relied on a foundation of savvy and well-timed Instagram content that made the most of a sharp taxi campaign for 4 weeks. Their taxis rolled through London daily and were called up when needed to film the content required.
Brands that are new to the market
The standard duration offers a unique timeframe. By not being too long, it’s still affordable while still long enough to get results. In 2025, we were pleased to work with Poppy Delevingne’s brand Nobody’s Child, listed by The Sunday Times’ as one of the top 100 fastest-growing companies in the UK for 2025. Ubiquitous built a boutique Taxi campaign that featured in social media content and provided VIP pick-ups and drop offs on the streets of London – all in the space of 4 weeks. GPS data tells us that during this timeframe, taxis will make thousands of trips. This offers plenty of opportunities for taxis to create triggers in the minds of audiences, building mental availability and prompting action.
Naturally, you know the Ubiquitous team will recommend taxis for impactful campaigns, starting from a 4-week standard that’s competitively priced against the usual OOH 2-week cycle. It’s the sweet spot for impact, and it scales beautifully if you want to go further.
Sources: GPS data, 2023, Attest Research for Sephora, 2024, https://www.thetimes.com/sunday-times-100-fast-growth, Route Data, based on a 150-frame TXE Livery campaign in London for 4 weeks in August