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118 118 to offer Londoners free cab rides this Thursday as part of Christmas campaign

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By The Drum Team, Editorial

December 14, 2011 | 2 min read

Directory enquiry service 118 118 will give out free rides to Londoners this week in a fleet of branded cabs.

The 10 taxis will be taking to the streets between 6pm and midnight this Thursday (15 December). Those lucky enough to flag one down will get a free ride to anywhere in zones one and two.

The company is planning the stunt because, according to its call data, this Thursday will be the busiest night of the year for people hunting for a taxi - an evening it is dubbing 'Cabmaggedon'.

Communications director William Ostrom said: "The run up to Christmas is a busy time for everyone – 118 118 included. As well as reminding people to book their travel through our directory of taxi services, we also wanted to give Londoners a little something extra this holiday season.

"Whether you are doing your last minute Christmas shopping or heading out to party, keep your eyes peeled for the 118 118 cabs this Thursday for your chance to win a ride on us."

The taxi rides will be featured in press ads in The Metro and tube escalator panels tomorrow.

Facebook users will also have the chance to win rides in the cabs in the run up to Christmas by dropping a pin to show where they would like to be picked up from.

The taxis have been provided by taxi advertising company Ubiquitous, which has managed the branding of the cabs and recruitment of the drivers for the stunt.

The initiative is part of a wider marketing campaign from 118 118 called ‘Everyone’s Little Helper’ which will be appearing across the UK this December.

It includes press advertising, outdoor, digital outdoor and escalator panels and will highlight the number of people that the 118 118 service will help with festive dilemmas – from finding the last train home when you’re worse for wear, to ordering takeaways when turkey leftovers becomes too much.

PR and social media is being handled by Diffusion PR, creative by The Brooklyn Brothers, and media buying by Zenithmedia.

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