If you were in and around London yesterday, you probably noticed
a heavy increase in road traffic as almost 12,000 cabbies took part in a ‘go-slow’
protest. The cause of their action was Uber,
an app-based taxi-service, which traditional London black cabs claim is
operating on their exclusive turf.
While one could wonder about the effectiveness of a
transport group protesting against a taxi-service in this way, Uber capitalized
on the situation beautifully with full-page ads in yesterday’s Metro and Evening Standard.
As commuters flocked to the trains and tubes due to the action,
it seemed inevitable that thousands of new (and frustrated) eyes would feast upon Uber’s sleek creative...
...and so it proved.
With the ad in question sporting a £20 discount code, it
proved highly effective. Uber had its most successful day of downloads
since they launched two years ago: up by an incredible 850% in comparison to the previous Wednesday.
This represents a supremely timed media buy by
the challenger brand; the cabbies may well need a sat-nav to find their way back from this one!
#PurePoint
No comments:
Post a Comment