Making memories… with memories?

Research from Amplified Intelligence signals that media is not making an impression. Unfortunately, Amplified Intelligence has found that 75% of advertising is not seen by audiences.

Fear not. VCCP and Cowry Consulting have established an interesting framework for memorable memories. But it does help to be Ubiquitous.

Memories that are never stored will never be recalled

To form a lasting memory, brands must first survive being seen or heard, and secondly, survive moving from short-term to long-term memory. Attest research tells us that relevant audiences not only see Taxi Advertising, they also will act because of it – visiting in-store or online.

Things that get remembered together get recalled together

Memories are scattered pieces of information that get dug out when the right triggers are there. We know from industry research that experiences and location are the triggers that prompt audiences to make decisions.

The more I remember you, the more I remember you

If memory has no relationship to the things we think about every day, we won’t remember to remember. For advertisers, this means relying on familiar cues. Taxis have a definitive link to the famous landmarks people love because, as Route data suggests, they make thousands of trips past them every week.

Memory and advertising are naturally linked. Without one, the other loses its power. For Taxi Advertisers like Ubiquitous, memory and recall can be aided by the distinct shape and storied history of the black cab.

Sources: Billups (https://uk.themedialeader.com/making-an-impression-with-your-media-impression/), Amplified Intelligence, Attest Research for Kate Spade, Point of Search (Clear Channel, JC Decaux UK, Posterscope and Global), & Route Data 2025."