Taxis are always a frightfully good idea!
It’s an American tradition that’s slowly made its way to our shores. For retailers, Halloween is a frightfully important day on the calendar! According to data from Sensormatic UK, total footfall on Halloween rose +17.7% year-on-year, highlighting an opportunity to capture a willing audience on the high street.
More UK shoppers are happily embracing this spooky pagan holiday year on year. Here’s how Ubiquitous suggests brands can use taxis as part of the OOH mix at Halloween.
Reach and Engagement
Halloween captivates audiences of all ages thanks to the excitement of choosing costumes and the thrill of trick-or-treating. Although children remain central to Halloween, Millennials and Gen Z consumers are influential decision makers. In 2024, 87% of Gen Z planned to spend money on Halloween, averaging £46 each, while 76% of Millennials planned to spend an average £41 each.
For brands looking to capitalise on Halloween spending in-person, Taxi advertising is an OOH format that finds it easy to connect with younger audiences. 43% of the UK Taxi Audience is 18-34 years old (vs. the 28% UK average). Importantly, it primes audiences to spend. Taxi Advertising provides a winning combination of frequency of exposure and reach that leads to positive recall, engagement, and action.
The run up to Chrismas
Halloween marks the start of the festive season. It’s wise for brands to consider OOH, especially as it exists in relevant locations which help keep brands front of mind as households prepare for black Friday sales, Christmas, and the New Year. Taxi advertising is just one example of an OOH format that primes audiences to search for the brands they see advertised
Looking at the Sensormatic data from before, we learn that shopper traffic rose +43.6% on the daily average for October. Data like this points to the role Taxis can play in converting curious foot traffic into customers. Even a mid-weight Taxi campaign (300 panels) will generally travel through premium retail streets 6,000 times in a month. The relevant audience is likely to see a branded Taxi 6 times over the course of this period, reinforcing brand fame and stature.
Creativity and Innovation
Halloween is a holiday that invokes plenty of imagination in brands, advertisers, and audiences. Brands shouldn’t be afraid to play with the medium. In fact, dynamic OOH creative can lead to an 18% increase in brain response, and when paired with a relevant moment for audiences, can result in a 16% increase in in-store sales. Taxi advertising is a unique format that aids this relevance because it goes where people go. It creates a trigger in the minds of audiences as they shop at retail stores, catch public transport, or walk past major landmarks.
While Halloween offers plenty of OOH opportunities, some brands can naturally lean into the Halloween festivities a bit easier. However, with the help of a ubiquitous format, brands can capture the imagination of adults and children alike.
Sources
1. Sensormatic UK report 2024 (https://retailtimes.co.uk/no-tricks-half-term-halloween-treats-retailers-to-a-17-7-boost-to-uk-store-footfall/)
2. https://www.statista.com/statistics/1498785/halloween-products-expenditure-uk-generation/
3. YouGov Profiles 2024, UK Taxi Advertising Audience
4. Route data 2024
5. Talon Research 2024, https://talonooh.com/en/out-of-home-advertising-this-christmas/