Multi-employer trust NOW: Pensions has deployed a series of bright green taxis across the UK to promote their Auto Enrolment Solution, to explain auto-enrolment, which rolls out in the UK on Monday 1 October. The full livery taxi advertising campaign will feature in London, Birmingham, Glasgow, Leeds, Liverpool and Manchester with leading taxi advertiser London Taxi Advertising.
London Taxi Advertising was appointed to handle the campaign which will run for one year. The campaign aims to educate employers and raise awareness of the auto enrolment legislation, which ensures that employers will automatically enrol their workers into a workplace pension.
“Every time I get talking to a taxi driver and say I work in pensions, they ask me if I couldn’t get a better job,” says Morten Nilsson, CEO, NOW: Pensions. “We wanted to change the views of taxi drivers – and of their passengers – and get them to see that pensions are modern and interesting! So what better way than to brighten up taxis with the NOW: Pensions colours.”
The taxis are fully wrapped in NOW: Pensions bright, corporate colour and branding. The taxis are also targeting road users behind them with the slogan ‘Follow the pensions provider in front’, and website details on the rear taxi window.
Sales Director at London Taxi Advertising, Paul Tremarco, added: “We are very pleased to work with NOW: Pensions to promote such an important message which will affect employers and employees in the UK. The iconic London Black Cab offers a stylish and highly visible advertising method.”