Supersides, Liveries, or both?

Jo Malone is using both Supersides and Liveried Taxis to deliver both impact and cover.

Supersides? Liveries?

In the interest of avoiding jargon, let’s learn about Supersides, Liveries, and the benefits of both.

Supersides

‘Supersides’ refers to two single advertising panels, one on each side of the taxi. They are popular for reactive campaigns or events requiring significant exposure thanks to their value-for-money and quick turnaround.

Livery or full wrap

‘Livery’ or ‘full wrap’ means covering the entire taxi with advertising. It offers an impressive share of voice because it provides more space for advertising. Liveries work best in proactive campaigns or branded experiential events.

Tip seats

We’re always throwing in extra knowledge for free. Tip Seat advertising comes as standard with any exterior Taxi campaign, leveraging 20 minutes of dwell time.

Which one should I choose?

In a 16 week-long midweight campaign in London using 300 taxis, Route tells us that while both present city-wide reach, coverage, and frequency, Liveries were more impactful compared to Supersides.

Is there a clear reason why? A Livery wrap does cover the entire taxi, offering 30% more advertising space compared to a Superside. This explains why it could be more impactful for reach and impact.

Choosing a Superside, Livery, or both, depends on budget, marketing objectives, and creative. However, it’s worth noting that both are excellent choices, with unique benefits that can help a campaign shine.

The sales team at Ubiquitous generally recommends a mixture of both taxi formats, together with an integrated multi-channel campaign using roadside OOH for wider exposure.

If you see a Jo Malone taxi out on the road, try and see if you can spot whether it’s a Superside or a Livery – there’ll be plenty to choose from!