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Kinetic revs up taxi campaign

Wednesday September 10, 2014 at 5:54am
Kinetic Worldwide is launching a geo-targeted advertising campaign across London taxis to promote The Times Newseum at the Saatchi Gallery in Chelsea. The messaging will run for a two-week period from September 8 across VeriFone Media Taxis on their 2,500 VNET digital screens, using sophisticated technology that detects when a taxi enters a specific area of London in close proximity to the Saatchi Gallery where the Newseum exhibition is showing. The Times Newseum creative will play on the screens for the duration of time that the cab stays in the designated zone, potentially playing multiple times. Consumers can interact with the cabs using Tapit NFC tags, which will direct the user to the Times Newseum website. In-car tip-seat branding will run for four weeks and a survey will also be served to passengers, offering tangible campaign results and audience insights. Nathan Bennett, account director at Kinetic, says: “Out-of-home is the perfect vehicle to promote The Times’ upcoming Newseum exhibition. Reaching an upmarket, urban audience through taxi advertising with the added benefit of geo-targeted digital screens to reach the right audience at the right time is an exciting solution for this campaign.”
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