In Early 2006, LG became the launch advertiser for Ubiquitous Megasides, with a 3-month campaign featuring the LG U880 mobile handset on 200 London taxis.

The campaign objective was to retain our high-level advertising profile, whilst using a more cost-effective, longer-term media platform. To measure effectiveness, we carried out awareness research, which revealed that during this three-month period LG exceeded its awareness targets for 2006.