American Airlines has teamed up with MediaCom to utilise geofencing technology on a moving object for the first time.
The airline wanted the campaign to drive awareness of its product and network offering from London. Working with taxi-advertising specialists Ubiquitous, classic black taxis around the capital will be ‘wrapped’ in the airlines branding. Location tech platform Mobsta will then use the latest technology to serve mobile ads to consumers phones.
The aim is to present consumers with highly-targeted digital ads from the ‘wrapped’ taxis as they pass them by on the street.
The campaign is due to run until the end of November and offers an innovative mix of GPS, wi-fi and outdoor advertising. MediaCom has purchased advertising space around London, including OOH advertising on digital office panels.
Brady Byrnes, Director of Global Marketing at American Airlines:
“American Airlines is all about innovation. Our flights from London give travellers the most connected experience, with on-board Wi-Fi being at the very heart of this offering. That’s why we’re proud to work with MediaCom to push digital innovation and offer this exciting media first.”
Catherine Pronzato, Managing Partner at MediaCom UK:
“We are always looking at how new technology can help our clients innovate in delivering their business needs. We’re excited to partner with American Airlines to launch this ground breaking technical solution.”
Daemon Brown, Commercial Director at Ubiquitous:
“Our research tells us that taxi advertising dominates city centre streets and will take American Airlines into areas where their target audience is most likely to be.
“Tapping into taxi location data to determine proximity to the target audience is an innovation that will deliver valuable additional brand touchpoints.”