Sony Music Entertainment UK Ltd is launching an exciting taxi advertising campaign for the promotion of new albums and singles from eleven popular artists under the Columbia record label including Foo Fighters, Kasabian, Vaccines, Katy B and Calvin Harris.
From 5th September 2011 one hundred taxis will be running in Central London showcasing the artwork of each artist’s album.
Entertainment brands are the heavy weight champions when it comes to using effective Out of Home Advertising and Columbia have not disappointed with their innovative campaign. The iconic London Taxis are the platform for the musicians art work, and once inside passengers are treated to a musical pleasure of tracks from some of the labels most influential artists.
Out of Home Advertising is recognised by an audience of young, upscale city dwellers who have the cash to splash and want to be entertained. Taxi Advertising is perfect for this market, and research from TGI found that 86% of UK adults have seen Out of Home Advertising in the last week. The taxis have been branded on the inside with brightly coloured tip seat displays. The tip seat instructs the passengers to request the new music they want to hear from their driver.
There’s no better announcement vehicle than branded taxis for the music giant; tourists, locals and commuters will rush to ride in one of the branded taxis in order to experience the music from the popular artists. Whilst enjoying a unique taxi ride, passengers have the chance to enter a competition to win a Columbia label tote bag by using the QR code, text number or visit the Columbia website. The competition encourages further audience participation with Columbia, generating traffic to their website.
Out of Home Advertising helps drives the success of global brands, and offers a chance for the audience to understand the brands personality.
Out of Home Advertising lets the public know your product is available now. The taxis are creating hype around the artist’s new material, and eager consumers will be anticipating the release of the new music. The importance of brand recognition is key in the heavily saturated market of music and entertainment, and Columbia will overcome this as the taxi sides promoting the artwork will allow visual recall online and in store at the point of sale.
“Out of Home International were very excited to team up with Columbia to introduce this innovative use of Taxi Advertising. The taxi drivers are proud to be brand ambassadors of Sony Music Entertainment UK Ltd, and were eager to have the new music on board to play to their passengers” John Kehoe, Managing Director of Out of Home International.
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