Beating the Post-Christmas Blues
After the indulgence of the Christmas and New Year period, consumer habits naturally shift from December to January.
For advertisers reconnecting with customers, Ubiquitous can offer the services of a trustworthy advertising format that responds well to seasonal shifts.
Adapt to Seasonal Shifts
OOH formats like Taxi Advertising can easily shift creative as spending habits move between seasons. While they excel as a mobile billboard (and look fantastic while doing so!), they’re just as comfortable participating in a PR activation for the launch of a makeup brand or transporting influencers to and from a VIP event.
Our work with Stella Artois’s for their ‘Perfect Serve’ campaign at Wimbledon is just one example of how Taxis can assist brands responding to seasonal shifts influenced by big events. While Stella Artois is no stranger to big brand partnerships, making the switch to the summer season required a campaign that could tap into the excitement of Wimbledon. Ten Stella Artois taxis built a charming presence near Southfields Station, picking up tennis-hungry fans and dropping them off at the ticket gates at Wimbledon. They worked alongside bus and taxis with an inventive twist on the purple-and-green motif of Wimbledon, including in-person PR activity that celebrated the release of their limited-edition Wimbledon can. It proves how the adaptability of Taxi Advertising helps brands build a proactive campaign all within the timeframe of a sports tournament.
Leverage Trust and Timing
Taxi ads connect with audiences effectively because they use their impressive frequency and mass reach to make key messages accessible. This helps turn a curious audience into a customer happy to spend.
Attest research confirms the brand building power of taxis. Post-campaign tracking for a luxury brand campaign in London found that those who regularly visited the central locations that taxis are known to frequent were more likely to search, shop online for the brand, and visit in-store. In fact, 60% of those who viewed a branded taxi searched online for the brand advertised. The frequency and reach of Taxi Advertising highlights that trust can be built without encroaching on the privacy of audiences.
Engage where it matters
A Taxi in a medium-weight campaign makes over 6,000 trips to key retail streets in one month, creating fresh, tangible opportunities to reach consumers. Taxis prompt action effortlessly too. Part of the appeal is thanks to the standard campaign timeframe for a Taxi Advertising campaign. The standard campaign timeframe of four weeks is long enough to drive results, but short enough to provide an affordable burst that leaves an impression.
So, why do OOH formats continually capture attention from beyond a glance? Dr Karen Nelson-Field from Amplified Intelligence suggests that it’s the immersive nature of OOH formats that make them capture attention – and keep it. Her research showed that OOH ads capture on average 12 seconds of attention. It’s worth mentioning that the 12 seconds isn’t in one block. Rather, it’s a cumulative amount of time. Reaching your audiences at different times, in different locations, builds recall because your brand is there at the important moments during your audience’s day. It turns a memory into a conscious decision to spend.
Attest research for a luxury brand found that audiences who viewed a branded taxi were more likely to purchase from the same brand after the fact. It proves that Taxis are there in the moments that matter.
Habits may change with the new year, but the unparalleled adaptability and engagement that Taxi Advertising offers remains a reliable fixture for brands hoping to maintain their influence.
Sources: https://lbbonline.com/news/dr-karen-nelson-field-challenger-brands-should-use-more-ooh, IPA Databank, Peter Field & Rapport Analysis, Peter Field & Les Binet, ‘The Long & The Short of It’