Capturing World Cup Fever!
The excitement continues to build around the FIFA Men’s World Cup in North America. Regardless of which team you’re putting your support behind, there’s one team that Ubiquitous will be proud to support: team OOH!
A recent report from Bauer Media Outdoor brilliantly summarised how OOH formats capture the excitement around events like a World Cup. For one, exuberant crowds out at all hours watching their heroes play is an obvious tick. So, what other opportunities await when you trust an OOH format like the London Taxi?
Sports fans engage with the brands they see
It’s not enough to reach your audience. Your message has to sink in! The Bauer research tells us that targeting sports audiences is one way to make your advertising work more efficiently. The Bauer research suggests that 77% of sports fans notice the advertising they see in the proximity of events (1). It’s a glimmering endorsement, especially if you consider using a format alongside your campaign that is well-known for creating this excitement effortlessly.
Keeping with the football theme, a Taxi Advertising campaign for the FIFA Women’s Club Challenge is an obvious example of how the events surrounding an event like a World Cup offer as many opportunities as the matches themselves. Branded Taxis were used to ferry football royalty like Ian Wright and Jill Scott to the pre-match trophy reveal, then filmed content with the two clubs contesting the cup. If we think back to Bauer’s statistic that 77% of sports audiences already notice the brands that advertise in the proximity of these events, then choosing a format that effortlessly stamps its authority on an event by dominating numerous touchpoints is a smart choice.
Sports fans love getting out to watch the game
Most sports fans would have at least one story about how they take their support to the next level when there’s an international game. One clear example of this is if we pay attention to their late-night viewing habits. The Bauer research tells us that 66% of football fans are likely to visit their local pub/bar to watch a match between 10pm to 2am.
The viewing habits of loyal football fans offers an intriguing Taxi-shaped opportunity for brands. It’s no secret that the Taxi is a hard worker. Route data tells us that Taxis make an impressive impression on audiences. Importantly, this isn’t bound by a schedule. The nature of cab driving means shifts often fit outside of the regular hours we associate with a traditional 9 to 5. This means there will always be Taxis operating during the late nights and early mornings of nocturnal football fans. For added strategic presence, Ubiquitous is happy to help you organise a convoy, showcasing, or free rides to fans! Because your brand is providing a clear touchpoint at multiple times during the day, you’re maintaining an impression in the minds of audiences at the moments that matter.
Football fans are a social bunch
The Bauer research tells us that 71% of football fans prefer watching World Cup matches with others rather than alone. It’s a green light for brands planning on scheduling OOH activity during world cup matches late at night, or early in the morning. Besides the increase in foot traffic and footfall that would certainly benefit brands showcasing at this time, there’s also plenty of opportunities for audience engagement – but not how you might think! We’re referring to audiences socialising with one another. These social occasions provide opportunities for communities to come together and celebrate something bigger, along a common interest.
For brands hoping to make an impact at these big moments, you can count on a sociable format like Taxi Advertising. Attest research conducted for Ubiquitous suggests that Taxis inspire positivity and engagement among audiences. A recent Attest survey conducted for a fashion brand found that among those who viewed a branded Taxi, an impressive 96% of respondents were more likely to act after seeing it. This included searching online and talking with friends. The Attest research reinforces what we know about the UK Taxi audience. They’re already more likely to drink socially than the UK average, and nearly 4 times as likely to drink after work with colleagues. It’s thanks to the engaging nature of the Taxi format that we can safely say that brands would be wise to choose Taxis.
In conclusion.
The World Cup is exciting for so many different members of the community. For sports fans and diehard England supporters, it’s a brilliant chance to see sporting heroes bring home the goods. For brands, it’s an opportunity to engage with the audiences they’d be wise to target. To make this easier, the Ubiquitous team can reference the Bauer research and recommend that brands:
Use a format that creates excitement around the events at the tournament,
Take advantage of the viewing habits of diehard fans at all hours of the day,
Make the most of an engaged, sociable audience!
Don’t just leave the goal kicking to the strikers on the pitch! The Ubiquitous team and the recommendations above offer a thoughtful and meaningful way to connect with a desirable, sociable audience that loves watching their heroes on the pitch. And thanks to the London Taxi, you’re sure to get to the game on time!