Using smart taxis to prove city centre reach of London socialites

OpenTable, the online restaurant-reservation service, included taxis alongside classic roadside 6-sheets to target busy Londoners who regularly drink and eat out. Partnering with Blue 449 and Posterscope we branded 200 “smart” SuperSide taxis complete with GPS, allowing OpenTable granular understanding of where their campaign travelled in London and opening the door to audience profiling, delivered in partnership with Locomizer.

The data was able to prove that the OpenTable campaign was successfully exposed to the target audience, we identified the audience hot spots and also delivered a full GPS report, demonstrating that the OpenTable taxis spent more then 130,000 hours on the road and travelled 900,000 miles.