Kinetic uses geotargeting to promote London attractions in taxis
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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 today across VeriFone Media Taxis on their 2,5000 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 said: “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.”
Rabiat Hall, senior account manager at VeriFone Media who coordinated the activity, said: “It’s been a pleasure working with Kinetic to deliver the Times Newseum Exhibition campaign at the Saatchi gallery, as it’s a brilliant example of the ad-message and creative; the media, and the technology work together to strengthen the campaign. It’s fantastic seeing the full range of our digital products in use, cleverly including our GPS enabled messaging across our network of 2,500 screens to cut wastage and increase accurate audience targeting. We hope to see more and more of our clients using our products in such a forward thinking and tactical way in the future.”
