Now on its third brand identity, having started out as Hailo and then MyTaxi, the taxi app – which is now called FREE NOW – has unveiled the biggest OOH campaign ever seen in Ireland.
An important medium for rebranding purposes, OOH allows FREE NOW to communicate the rebrand quickly to a large, diverse audience. FREE NOW joined forces with PHD, Rothco | Accenture Interactive and Source out of home to achieve this.
Classic OOH such as large format, 6 Sheets and transport format delivers coverage and heightened awareness. In addition, ambient OOH such as building banners, bus shelter wraps, and train station dominations in Heuston and Kent Station aid cut through.
Special builds have also been installed on preselected Golden Squares in the form of lightboxes that illuminate the 3D ‘Hello Dublin’ text at night. A wrapped LUAS Tram side and interior domination also adds to the sense of occasion in the capital.
The Connolly Gallery hosts DART route locations to enhance the contextual aspect of the campaign in the commuter outlet – an important environment for the taxi app. While branding in the airport also targets travellers making their way through arrivals.
In total, the campaign consists of 37 individual formats, displaying on a vast number of panels spread across the country for nationwide exposure. Our Out of Home Consumer Survey indicates that two thirds of consumers say that posters/screens are a good way of finding out about new products/services.
The multi-design campaign plays on its rebranding history bringing amusing creative to the streets, contextual copy which includes location names and occasions when a taxi is essential – whether that’s treating the feet after hitting the shops all day or when you’re ‘Out Out’ with friends.
According to Louise Enright, Director of Source out of home: “The contemporary mix of classic, digital and ambient formats with contextual content is a potent combination for delivering a memorable campaign. We were delighted to bring our agency’s skills to bear in producing a highly engaging, relevant and fun campaign.”