BSkyB has created ‘supertaxis’ with Rapport and Verifone to promote its unlimited Sky Fibre broadband.
Carli Farmer, brand controller at BSkyB, said: “Taxis allow us to communicate a brand message in hard to reach city centre locations. We’re also very excited to be using the taxis as part of our Absolute Radio competition; this is the first time an outside broadcast has been conducted from a taxi and this adds a new level of media integration.”
The taxis, which have 4G Wi-Fi connection, will run in London, Birmingham, Manchester, Glasgow and Edinburgh for three months.
Henry Lucas, the account director at Rapport responsible for placing the campaign, added: “Taxis are now a really integrated media platform. Bold external branding coupled with explanatory messaging internally addresses two stages of the customer journey. The add benefit of an internal screen and 4G Wi-Fi provide synergy and completes a very positive consumer experience.”
These ads will run alongside the already present Sky News content on the screens, streamed through VNet.