Leading UK black cab app Gett has launched its first OOH campaign since the start of the pandemic, highlighting the niche services provided by black cabs.
The tongue-in-cheek campaign, designed by 10 Days agency, focuses on the service provided by black taxis with quips like “A black cab is faster than a ferrari. *Bus lane, baby” and “When was the last time you got picked up by a British icon?”.
The creative targets stations and roadsides in high-traffic neighbourhoods around boroughs where the target audience is most engaged, and will run for one month across key areas in London and supported by social media.
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“Over the past few months we’ve been fascinated to learn more about the value Gett delivers to different segments of Londoners on the go. This campaign seeks to connect with different audiences and showcase these different use cases along with our universal appreciation for the black cab – while bringing a smile to the faces of commuters,” said Gett Interim UK marketing director Katie McPhee.
10 days co-founder Jolyon White said: “The trick was just keep it simple and show off iconic black cabs in all their glory. Then combine that with a provocative benefit-driven headline and you are in for a winner.”
“Gett got that and trusted us from start to finish. Great project – they are going up on our wall for sure.”