The Times Newseum at the Saatchi Gallery in Chelsea is to be promoted via a geo-targeted campaign across London taxis.
Created by Kinetic Worldwide, the messaging will run for two weeks from today (Monday 8 September) across VeriFone Media Taxis on their 2,500 VNET digital screens.
Detecting when a taxi enters areas close to the Saatchi Gallery The Time Newseum creative will autoplay on the screens for the duration of time the car stays within the designated zone, potentially playing multiple times.
Rabiat Hall, senior account manager at VeriFone Media, who coordinated the activity, deemed the activity a “brilliant example of the ad-message and the creative; the media, and the technology working together to strengthen the campaign”. He added that the GPS messaging would “cut wastage and increase accurate audience targeting”.
Nathan Bennett, account director at Kinetic, commented: “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.
“Both client and agency are confident this will create real buzz and anticipation around the exhibition, driving the all-important footfall and ultimately data that leads to trial of The Times digital subscription.”
Tapit NFC tags enable consumers to interact with the cabs, directing the user to The Times Newseum site. In-car tip-seat branding will also feature for four weeks.