Screens in taxis: case study

We have had some surprising results from a campaign we ran for a branded content client using TV screens in taxis.

For two weeks, a 30-second promo was screened on iCabTV, which is installed in the headrests of the passenger seats of 1,000 taxis in Singapore.

The call-to-action was for viewers to send the keyword "dinner" and their name to a shortcode, with a view to being invited for dinner with the country manager of ipac financial planning, Greg Campbell.

I'm pleased to say we beat the target number of invited guests handsomely.

The reason this was surprising was:

1. Financial advisory is a tough job, particularly now during the financial crisis. We had feared viewers would not respond well to a dinner with a financial planner.
2. The call-to-action did not offer instant gratification. Unlike a "mention this keyword at Starbucks for a free frappuccino" campaign, the invite to a dinner is a much harder sell.

In the event, the client was delighted. They weren't looking for, say, 20,000 respondents to a "come to our office for free movie tickets" campaign, of which few if any were potential customers.

We conducted an interview with Jim Chuang, CEO of UZoneMedia, the company that runs iCabTV, demonstrating the screens and providing more information on reach and the return-on-investment.

Watch it here.

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