T-Mobile is launching what it claims is the UK’s largest-ever taxi advertising campaign across London and Birmingham, starting this week.
The mobile giant will hire space on over 60% of branded taxis in Birmingham, and more than a third in London.
The campaign, which features a total of 690 taxis across the two cities, will run for a year. It was booked with Taxi Media, planned by Media- Com Outdoor and bought by Posterscope. Saatchi & Saatchi provided the creative.
T-Mobile is targeting 18-35-year olds, and will advise them on the best nights out and be able to give venue recommendations, using research it has conducted among young people in both cities.
There are 24 separate creative executions, which include “Not coming to the Comedy Store – you’re joking” and “Your mission: meet me at Moneypenny’s”.
T-Mobile UK marketing director Phil Chapman says: “Those nightspots providing a great night out get people talking, and lead others to do the same. It is a great way to get the brand on the street in a relevant and credible way.”
Greg Forster, managing director of Taxi Media, says: “It is unprecedented to have a taxi campaign of this size. It will enable T-Mobile’s ads to dominate the city centres of London and Birmingham.”