Campaign of the moment | Page 9

Carmex

Moisturising Lip Balm

Client Comment
Strategy

“London continues to be one of the most popular destinations for Christmas shoppers across the world, so capturing the attention of these consumers is a key focus for us. Both black cabs and the Carmex® brand are worldwide icons and the combination of the two will help our brand to dominate the streets with an instantly recognisable burst of colour. Taxi advertising will not only showcase the quirky side of the brand, but also will captivate the attention of consumers from all walks of life when retail stores selling Carmex® products are in easy reach.”
UK Communications Manager

Iconic brand Carmex teamed up with Ubiquitous for a winter campaign, which sees the brand feature on taxis for the first time. Carmex wanted to communicate its fun and quirky products to shoppers and tourists in the capital and knew that taxis were the perfect way to do this. As a celebration of their 75th birthday, the Carmex creative encouraged passengers and the public to tweet @ILoveCarmex a photo of the taxi for a chance to win Carmex goodies.

PrimeLocation.com

“Following on from the success of our livery campaign for Zoopla earlier this year, we were keen to run a similar campaign for our PrimeLocation.com brand, targeting London property buyers and renters along with overseas visitors to the capital. Each taxi in our latest campaign is unique, with different London locations featuring on each cab, reminding property-interested consumers of all the great locations across the city where we have properties available.”
Founder & CEO

Leading property website PrimeLocation.com has branded hundreds of London cabs as part of a major marketing initiative. The campaign is designed to further increase the brand’s already strong awareness and drive even more business to its member agents. Unique to this campaign, each taxi has a different combination of locations on its side, with no two taxis featuring the same set of locations, demonstrating the geographical scope of PrimeLocation.com.

Turkish Airlines

Passengers Portraits

Client Comment
Strategy

“Talking directly to the public within the city environment is crucial for a business such as ours. We fly to Turkey and beyond offering some of best routes to Africa, Middle East, Far East, India, China and Asia from UK. We’re looking to promote that fact to people before they book their next flight. In Manchester, where the audience consists of people who come into town for sport, business and culture, it’s necessary for us to maintain a brand presence in the heart of the city that doesn’t restrict us to specific locations, such as shopping malls & airports; taxi advertising presents us with the perfect solution.”
Director, Turkish Airlines

Turkish Airlines returned to taxis with a significant SuperSide campaign, Passenger Portraits, based on a series of 12 portraits by artist Craig Redman, including ones of Manchester United and Barcelona football players, which will be exhibited in airports around the world, highlighting Turkish Airlines sponsorship of the two football clubs. The multi-city campaign is part of wider activity running across a variety of media formats, including, TV, print, and web apps. The main goal of the campaign is to encourage customers to consider the Airline when booking flights to Turkey and beyond.

Links of London

Official Jewellery Provider of London 2012

Client Comment
Strategy

“The strategy behind the campaign was to create cut through amongst other Olympic activity, particularly as there are restrictions on certain outdoor sites being available only to sponsors during the Games. We know there will be lots of domestic and international tourists coming to London for the Games and we felt the iconic London cabs were a perfect arena to showcase our involvement as Official Jewellery Collection of London 2012.”
Marketing Director

Links of London have created the Official Jewellery Collection of London 2012; a beautiful range of bracelets, charms, rings and cufflinks, to celebrate the Games. To help generate awareness and desire for their collection, they have chosen taxis as a great way to cut-through the busy streets and reach an audience of global shoppers who might be looking for a high quality memento of this historic occasion. The SuperSide campaign will be on the road for two months and included branded tip-seats and receipts.

Crocs

Crocs we've evolved

Client Comment
Strategy

“We’re proud of where we’ve come from, but now we’re so much more than our iconic clog…we’ve evolved. This campaign aims to change customer perception of our brand, encourage them to take a fresh look at us and join our evolution. In this, our 10th anniversary year, we believe through taxi advertising we will instantly capture the attention of a wide London audience this summer.”
European Marketing Director

Crocs, world leader in innovative casual footwear, has teamed up with leading taxi advertising company Ubiquitous, to deliver 10 eye-catching ‘croc-skin’ designed cabs across London. The partnership will help Crocs springboard its brand campaign ahead of and during the Games this summer. The campaign will run for 12 months and is specifically timed to coincide with the increased footfall expected across London for the Olympics, but will run on for the entirety of the brand’s 10th anniversary year and will integrate with other strategic and tactical activity.

Carrera

No Regrets

Client Comment
Strategy

“Our Carrera 6000 sunglasses are one of our sleekest designs to date, with a real vintage feel to them. By working with Ubiquitous we are able to link the very essence of the brand by promoting it on one of London’s most iconic symbols – the black taxi. Our fleet of Carrera branded taxis will reach a broad audience, while simultaneously providing an individual experience; a perfect fit for our ‘Jump into the Sun’ campaign.”
UK Country Manager

Carrera, the international sports fashion eyewear brand has teamed up with Ubiquitous for a 4 month campaign to promote its latest range – a reinterpretation of a vintage Carrera style. 400 SuperSides depicting the new sunglasses will run as part of the brands ‘Jump into the Sun’ campaign across London. Using SuperSides across a large fleet of taxis guarantees Carrera the coverage they are after and will ensure they engage with cosmopolitan Londoners and international visitors who will be in the capital this summer.

SKY

F1™ HD

Client Comment
Strategy

“The eye-catching liveried taxis are the latest element of Sky’s innovative multimedia marketing campaign to support the recent launch of Sky Sports F1™ HD and Sky’s F1™ coverage, bringing Formula 1™ to viewers like never before.”
Marketing Manager

For the launch of Sky Sports F1™ HD and the beginning of the new Formula 1™ season, Sky Sports introduced a fleet of liveried taxis, each designed in different colours of a Formula 1 team. The campaign, which was planned and booked by IPM, is to create awareness of a brand new channel dedicated to Formula 1™, Sky Sports F1™ HD. The taxis are liveried to represent Formula 1 cars from the Red Bull Racing, Force India, Renault Lotus and Sauber teams, complete with sponsorship decals and bodywork shading.

M.A.C

The Official Makeup Sponsor of London Fashion Week

Client Comment
Strategy

“As official makeup brand of London Fashion Week we are looking forward to another unforgettable season of makeup artistry. Our team of international artists and creative masterminds will be working backstage where technique and artistry are admired and cutting edge trends will be set. Working with Ubiquitous provides the perfect creative platform to illustrate our involvement and highlight that M.A.C epitomises fast moving fashion.”
General Manager, M.A.C

M.A.C Cosmetics, the Official Makeup Brand of London Fashion Week, has launched a London taxi advertising campaign to coincide with the event. The campaign will see 145 exclusive M.A.C branded taxis deliver a memorable and high impact campaign to millions of London consumers. The highly creative campaign is designed to leverage M.A.C’s sponsorship and to complement its other advertising channels during this time.

Zoopla

Smarter Property Search

Client Comment
Strategy

“Zoopla is fast becoming a household brand because of our track record in providing consumers with the information they need to help find their next home and make better-informed property decisions. We are really excited by the opportunity offered by using uniquely liveried taxis to engage specifically with Londoners as part of our wider multi-channel national advertising campaign.”
Founder & CEO

This 6-month taxi campaign aims to deliver comprehensive London coverage as part of Zoopla’s national multi-channel ad campaign. The aim is to highlight Zoopla’s detailed market knowledge via multiple ‘local’ copy variances across the impressive taxi fleet; thus closing the gap on market rivals and delivering increased exposure and leads for Zoopla estate agent members.

Samsung

Galaxy Note

Client Comment
Strategy

“The Galaxy Note is a fantastic mobile device. Taxi advertising was a perfect media vehicle for our key target audience - busy people who work hard but have a life. Our close relationship with Ubiquitous enabled us to maximise the media potential to its fullest.”

To launch our new format for London, the SuperLivery, we sought out an advertiser who would create a campaign to showcase our new ‘taxi domination’ opportunity. As luck would have it, Samsung was looking for a ‘media first’ opportunity to launch the Galaxy Note, so booked 100 SuperLivery cabs for three months in London, as part of a bigger integrated launch campaign for their new product.

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