Using taxi advertising to significantly extend reach of women in central London
In March 2016, Talon Outdoor and M2M Media planned a London campaign for Clinique, one of Estée Lauder Companies’ leading beauty brands. The activity needed to reach ABC1 women aged 18-34: in particular, those who were working and shopping in London’s West End, or visiting malls where the product, Chubby in the Nude, was available nearby.
Ubiquitous argued that taxi advertising would extend audience reach in and around London’s main retail areas, where these economically active young women would be working, socialising and, of course, shopping.
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“The portability of our new launch, Chubby in the Nude Foundation Stick, was a key selling point we wanted to highlight. Our objective was to target our consumer when she’s out-and-about and a portable foundation would be of interest and relevant. The SuperSide taxis fulfilled this objective and also provided brand visibility. We were particularly pleased with the scope of branding included in the package, with the opportunity to advertise on the internal tip-seats and taxi receipts. The Ubiquitous team are collaborative, efficient and friendly – we would recommend their services.”