Cannes Lions

RE-CHARGE UNITS

MPG (MEDIA PLANNING GROUP), London / ORANGE / 2004

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Overview

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Credits

Overview

Execution

Taxis were perfect for locating the charger, giving passengers the time to use it, and providing a stress free environment in which to appreciate a brand doing something for you. Alongside the charger we branded the whole taxi experience by painting the exterior, placing ads on tip up seats and branded receipts. The creative was developed specifically for the taxis, focussing on the speed of the chargers by turning the cabs into ‘hot rod’ cars.

Outcome

For a relatively modest investment, MPG created a highly visible presence on the streets of London, which regular business travellers couldn’t fail to miss. Regular interviews with the cab drivers to monitor activity have generated the following verbatim remarks……“My cab has gone from 20th century to 21st century overnight. I expect all cabs’ll have ‘em soon. Punters seem to like ‘em though so that’s what counts”. “Everyone who hops in my cab gives it a try”. “Had a bloke in here the other day who’d heard about this from his friend…he was quite excited to try it out”.

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