Going long term, in a short term world

As part of a long-term brand building strategy, online video communications company Zoom, have a long-term, medium-weight SuperSide taxi campaign on the road in London. They use taxis to target London’s city centre workforce who use video conferencing or enterprise communication tools. In partnership with research consultancy DRG, we tested the taxi effect and awareness after 18 months on the road.

Insights gathered showed that Zoom taxis are achieving effective cut through and establishing the brand with the target audience, with 55% of participants recalling the taxi campaign and 20% recalling it unprompted. Finally, 86% of those who recalled the taxi campaign saw it once a week or more.