Legal & General has become the first company to book a campaign using Clear Channel Outdoor’s Business and Finance Pack from its Taxi Media Audience Solutions range to promote its Cashback ISA.
The insurance brand is advertising on 300 superside taxis in London to target high-earners and professionals. The vehicles will cover the business market in the City and Canary Wharf during peak commuting times.
L&G head of marketing Julia Clayworth says that as a traditional direct mail and national press advertiser, the company wanted to supplement its advertising campaign with a medium that would lead to brand awareness within its key target market of ABC1 Londoners.
L&G, meanwhile, added Crayon, Teamspirit, Pepper and Omobono to its advertising agency roster earlier this month. The agencies join incumbent-led creative agency WWAV Rapp Collins and Rhythm following an eight-month review handled by Creative Brief and overseen by L&G UK brand manager Helen Steadman. Agencies CCHM:ping and The Gate Worldwide were among the agencies to lose their places on the roster.
L&G uses its entire marketing budget on direct marketing work, with £3.5m spent in 2006 and a further £400,000 spent online according to Neilsen Media Research.
Taxi Media, which is part of Clear Channel UK, is a taxi advertising company with a fleet of 12,000 cabs across the UK. Earlier this month Lexus signed up as the launch advertiser on Clear Channel’s supersized backlit site on London’s A40 Western Avenue.