Look like a pro on the go - with Taxis!
Taxis truly are on the glow like a pro.
Recent research commissioned by Boots for their No.7 Pro Artist range found that working women are spending 2 days a week on average applying makeup on public transport. It’s not hard to recognise that there was an opportunity to reach working women with the same public transport they’re commuting with – the London Taxi!
The who, what, and where
While some members of the team have been raving about the No.7 Pro Artist range as a high street alternative to big-name brands, we’ve all been impressed by the 50 electric livery and tips that have been rolling through London, Birmingham, Manchester, Glasgow, and Edinburgh. Over 5 weeks taxis were used ‘traditionally’ (as a mobile advertisement) with No.7 branding on the side, and as a mobile studio for influencers to film their make-up content in the backseat.
Filming locations for content took place in some of the most stunning parts of London, including Westminster Bridge, Wingate Square in Clapham, and near Liverpool Street Station. Beauty influencers like Ashley Dayes (@ashleys_edit), Em Sheldon (@emshelx), and Skincare experts like Fiona Brackenbury (@fiona.brackenbury) were among the guests who starred in the backseat of a taxi. The content filmed was posted by Boots and reshared by the social media influencers themselves.
Why did taxis work?
Attest research conducted post-campaign in Central Manchester, Edinburgh, and Glasgow found that audiences who viewed the branded taxis were already more likely to echo No.7’s key brand messages. Even better – they were more likely to act and visit a Boots store in-person or online.
Taxis were perfect for influencer activity because they helped create shareable content on the No.7 Instagram page to complement campaign collateral. Additionally, taxis supported the campaign creative and acted as a ‘golden thread’ to tie together the video content and hamper activity.
The post-campaign reporting mentioned above proves why taxis made sense to lead the publicity and the PR. It’s also nice to think that there are plenty of women starting their day looking their best thanks to (as the survey results found) the “panoramic sunroofs in an electric taxi!”.