Black cab booking service Freenow is looking to tap into London’s “cultural pulse” with the launch of a new out-of-home campaign that celebrates the iconic service.
Developed in collaboration with independent brand studio Saboteur, the creative launched this week across high-impact out-of-home (OOH) and paid digital channels, and will remain live throughout the rest of the month.
“This campaign hinges on recognising that Londoners love to complain and joke about their journeys. We moved beyond generic taxi travel messaging to embrace this collective truth,” said Alex Clegg, co-founder of Saboteur Studio.
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“By pairing these relatable annoyances with the black cab’s inherent safety and comfort, we created a concept that delivers an emotional payoff in a snapshot. The goal was simple: reinforce black cabs as the smartest, wittiest travel decision you can make.”
According to the brand, the media placements have been designed for maximum visibility, hitting key out-of-home London hubs like Leicester Square and the Cube on Oxford Street, targeting customer impressions during peak cultural moments, such as cultural or sports events.
This latest campaign will look to serve as an important investment in the black cab category, positioning the historic transport as a reliable cultural anchor in the “modern, fast-paced urban landscape”.
