We are looking at taxi campaigns around the world constantly and we still think that this campaign is one of the best we’ve seen. The Vodafone Taxi Grand Prix via Ubiquitous taxis UK.
The Taxi Grand Prix, ran alongside the five real Formula 1 races, follows ten UK taxi drivers in real time as they race to complete the same number of miles as the Grand Prix drivers. The campaign, developed by digital agency Dare and media agency Carat, showcases the operator’s strength in communications as it relies on its location-based services and 3G network capability.
Entrants picked two Vodafone McLaren Mercedes-sponsored taxi drivers from a pool of ten in five UK cities. Whichever team matches the race distance first over the course of their working week wins. They kept track of how their taxi drivers were performing via real-time mapping, performance graphs and Twitter updates.
In our minds it’s a campaign that ticks all the boxes. Beautiful innovation for cut-through, mass awareness via the exterior wraps and social media interaction to boot.
Back in 2005 Monopoly won an IPA Effectiveness Award for a similar initiative, Monopoly Live, which equipped London black cabs with GPS transmitters to turn the capital into a giant board game. That campaign was developed by digital marketing agency Tribal DDB. See details here.
This story first appeared on newmediaage.co.uk