Taxi advertising firm Ubiquitous has launched CabConnect, a free wi-fi service in select London taxis, with Microsoft signing up as the first sponsor.
CabConnect runs in a network of branded taxis, offering one-on-one brand communication opportunities for sponsors via Wi-Fi web hubs and NFC touchpoints.
In partnership with technology specialists Track4Services, the launch of CabConnect marks Ubiquitous as the first taxi advertising operator to install easily accessible NFC tags into branded cabs alongside a stable wireless internet connection.
Microsoft is CabConnect’s launch customer, bringing free Wi-Fi to London taxi passengers from March 2013, via a network of 225 branded cabs.
The three-month Wi-Fi sponsorship initiative is part of a wider campaign that aims to showcase the benefits of Microsoft’s business solutions to its key audience of business managers and decision-makers.
This technology combination will enable passengers to access the Microsoft for Business mobile hub via their smartphones or other mobile devices, where they’ll discover how Microsoft products could help improve their businesses performance and productivity.
Alternatively, if passengers simply wish to access the internet, the service is provided for free. The campaign has been planned and booked by UM London and Rapport, with creative and mobile content by Wunderman Worldwide.
Since Transport for London approved plans to install free Wi-Fi into Hackney Carriages in December 2012, this is the first time that a taxi advertising campaign has included branded Wi-Fi with an interactive advertiser hub. Ubiquitous’ installation of NFC marketing is also the inaugural trial of the new technology by the Taxis and Private Hire office, the department of TfL that regulates London’s famous taxi service.
Philippa Snare, CMO, Microsoft commented, “London continues to be an important city for global business, providing effective solutions for hardworking people has always been a key focus for us. Offering free Wi-Fi during a taxi journey is a great way to demonstrate how Microsoft provides benefit to people in London. Additionally, there’s the opportunity for passengers to explore our mobile hub during their journey, via their smartphone, which is full of information that could be useful to their everyday tasks.”
Andrew Barnett, Managing Director, Ubiquitous added, “Our new mobile proposition, CabConnect is driven by consumer behaviour; we know that the vast majority of taxi passengers are smartphone users and spend much of their journey time communicating on their phone.
Many are busy professionals who want to stay connected and stay informed and as a business we believe that the best way to facilitate this is through the provision of services such as Wi-Fi and NFC. Microsoft has harnessed the CabConnect opportunity by providing this valued service, complemented by a mobile hub that provides relevant business insight and importantly, allows passengers to have opt-in control over the in-taxi marketing they see.”
http://www.ubiquitoustaxis.com/
