Using taxi advertising to encourage search

Online mortgage broker Habito, for the first-time, added taxi advertising to their OOH media plan by booking a light-weight SuperSide taxi campaign to promote their services in both London and Birmingham. The cabs featured the quirky, eye-catching Habito creative, which likens finding a mortgage to experiencing hell! The activity ran for 4 weeks with the taxi effect and awareness in London being measured by research consultancy, DRG.

Habito wanted a better understanding of the effect their campaign was having on city-centre ABCl 25-54s and whether their brand was cutting through in a crowded property market. We looked to DRG, experienced in measuring OOH media and taxis, to help answer questions about the taxi campaign awareness, brand familiarity and likelihood of the audience to 'take action' having been exposed to the campaign.