Who is Elijah? Taxis know who!

Who Is Elijah? It’s the question on everyone’s lips as the TikTok-famous Australian fragrance brand continues to make a statement on London’s high street. The team at Ubiquitous was pleased to create a unique PR activation for the brand as they continue to get tongues wagging in London.

The who, what, and why

From the 5th May to the 1st of June, an Electric Livery branded with an eye-catching ‘Who Is Elijah?’ artwork was first used to create bold content featuring Founder Raquel Bouris. Then, our taxi was featured in a ‘Taxi Talks’ series with beauty influencers like Zak Heath (@zak.heath), Emily Handley (@emhandley), and Izzy Utterson (@izzyutterson).

The two PR jobs were within a day of each other and started from The Londoner Hotel in Leicester Square. The content was then used for the brand’s social accounts on Instagram, as well as on their founder’s Instagram account.

Why did taxis work?

The niche Australian fragrance brand is making waves globally thanks to its disruptive marketing tactics and exotic fragrances. Their rebellious approach was reflected in a PR campaign that relied on an unorthodox advertising format like taxis for impact and reach.

Compared to some PR activations, this PR activation could be considered ‘boutique’. However, don’t be deceived by the fact that only one taxi was used for PR work. For the team at Ubiquitous, we’d say it’s the perfect example of doing less with more. Thanks to the beauty of editing, the creativity of Who Is Elijah’s publicity team, and the ubiquity of the black cab, there was no shortage of content.

That’s the beauty of a black cab: its distinctive silhouette makes audiences pay attention, without stealing the spotlight.