Innovations and clutter-breakers are the need of the hour in an environment which is thick with hundreds of brands screaming ‘look at me’. Conventional forms do not always make an impactful impression. Marketers are always scouting for unique opportunities to grab eyeballs. EE identifies some creative instances of brand communication where experiential is used as a medium by brands to influence the consumers.
KELLOGG’S AND MERU CABS
Kellogg’s in partnership with Meru Cabs launched an experiential campaign which was run through cab advertising. This activation targeted audience who start their journey early morning during 5AM to 9AM. The campaign focused on the message – ‘Importance of having breakfast everyday’ and induce Kellogg’s into the daily lives of the people. The customers were given a box which consisted of a Kellogg’s Muesli packet (new variant) along with 100 ml milk carton. Chauffeurs were trained to make the passengers comfortable and provided customers with sanitizers and scissors.
HUAWEI-AIRTEL AND EASY CABS
Huawei in partnership with Bharti Airtel provided free 3G internet services via Wi-Fi to commuters using radio taxi service EasyCabs in Delhi-NCR. The Wi-Fi offer was available from 28 June to 27 September 2013 in 100 Easycabs. Huawei had installed its E355 Wi-Fi data card combined with Airtel 3G internet services in the select cabs. Users were able to access the web on devices like smartphones, laptops, tablets and gaming devices during their commute. Huawei wanted commuters to utilize their valued time and make the most out of their journey by enjoying faster emailing, surfing, gaming and movies.
SHOPPERS STOP AND EASY CABS
Shoppers Stop partnered with En Route Media for its in-cab interactive TV network Flo. They launched a campaign that presented a special discount offer exclusively for EasyCabs passengers watching Flo. They designed a captivating digital ad which had an audio visual, touch screen interface that allowed passengers to interact with Shoppers Stop during their cab journey. Shoppers Stop used an interactive advertisement that asked passengers “When was the last time you treated yourself?”; interested passengers were redirected to a page specially created to give out SMS codes that they could use to avail the exclusive discount.
BOARDWALK EMPIRE AND UBER
To promote the premiere of the third season of “Boardwalk Empire”, HBO partnered with Uber in New York. They let a fleet of a dozen of 1920s Rolls-Royces and Cadillacs, 1928 Packards and Hupmobile cars which spent two days transporting people to their destination in Manhattan, New York. To get a ride in the vintage cars people had to just download the company’s Android or iPhone app to schedule a free spin, the timings were between 11 a.m. and 6 p.m and to keep the cars’ workload manageable, rides were limited to the borough of Manhattan, from Canal Street to 57th Street.
HEINEKEN AND STAR CABS
Heineken in partnership with Star Cabs is currently offering customers in London a chance to get a free taxi ride. On the first Saturday of every month, a fleet of Heineken-branded cabs will transport customers across the capital. Customers have to download the new Star Cabs app and use it to buy a Heineken at one of the 30 ‘destination bars’ located in Brixton, Clapham, Shoreditch, Angel, Camden, Notting Hill and Balham. They then are able to request a Star Cab and share the request on social media, before being alerted by SMS if they have won the taxi trip.
NEWCASTLE BEER AND TAXI MAGIC “DON’T BE A WANKER. TAKE A BLOODY CAB”
Newcastle Beer which was introducing a new brew, Newcastle Cabbie Black Ale, decided to promote the product in partnership with Taxi Magic. They offered Los Angeles bar-goers a free ride to their home in authentic British black cabs, on one condition—that they advertise the new brew through a roof-mounted megaphone for the duration of the ride or ‘get kicked to the curb’, the passengers were given a script. They proudly claimed, ‘Cabvertising’ racked up 67 noise complaints in its night of mischief. - See more at:
