‘Taxis Live’ - A Ubiquitous study in Dynamic Context
The three Taxis used to explore the research behind our ‘Taxis Live!’ event.
How do you keep a brand present in a world that always moves?
The Ubiquitous team was pleased to invite industry partners to their Ely Place office for ‘Taxis Live!’, an interactive event aiming to answer a question at the centre of advertising effectiveness: How do you keep attention in a world constantly on the move?
Over the course of three days, special guests were treated to an eye-opening exploration of why certain advertising works: not behind a computer screen, not in a lab, but out on the street.
The Ubiquitous team took our guests on a journey through three taxis, in three parts. They represented the challenge, the solution, and finally the proof.
The Challenge
The Ubiquitous team flagged three major challenges for brands and advertisers:
Audiences are distracted
Brands need both fame and precision
Repeated exposure can lose impact over time
The UK’s largest Taxi Advertiser commissioned independent research in search of a solution to the problems identified above. After interviewing 1,000 Londoners, we learned that only6% of Londoners never notice Taxi Advertising. With an overwhelming majority of 94% noticing Taxis, it’s a confident endorsement of the format.
However, understanding why great advertising sticks in our brains had to go further.
The Solution
This led us to advertising expert Dr Robert Heath’s description of low-involvement processing. The idea that most advertising isn’t analysed, it’s absorbed quietly in the background. Frequency isn’t just about seeing something repeatedly, it’s about repeated exposure that feels fresh and memorable.
In a media landscape competing for attention, this type of exposure is key. For the Ubiquitous team however, experience told us that nailing this type of exposure isn’t difficult when you trust OOH’s most unique advertising format.
The Proof
‘Taxis Live’ used the unique benefits of the London Taxi to explain why some impressions stick, while others disappear.
We’re currently showcasing the results at the offices of those industry partners who couldn’t attend the event in-person. However, there’ll be plenty of opportunities to discuss the research with our wider online network soon. If you’d like to learn more about ‘Taxis Live’ and what it could deliver for you, please get in touch with the team today via the contact form below or sales@ubiqtaxis.com.
A special thank you to the entire Ubiquitous team for their hard work in bringing this event to life.