MP: Order, order, order...
Ever since the Telegraph first exposed the exploitation of parliamentary allowances by MP's, the story has been front page news.
One of the first political casualties to come out of this story was the Speaker of the House of Commons, Michael Martin. According to the front page of The Sun, he 'order, order, ordered a cab' to take him home when he eventually stepped down, so Taxi Media duly obliged and sent him and his fellow MP's a taxi offering them FREE cab rides (and expenses receipts to pass on to the Fees Office).
The stunt highlights several unique benefits of taxi advertising. Firstly, the taxi ad was designed, output and fitted in 12 hours, and the taxi pulled up outside the Houses of Parliament just 24 hours after The Sun front page had been published. No other outdoor advertising platform can be that responsive, that mobile and go live so quickly.
The taxi also showed how high impact ad graphics really do get noticed. As the taxi drove to Whitehall , it literally got the thumbs up from people on the streets and in buses as it drove past. When we tried to take pictures of the taxi in Parliament Square , we had to jostle for position with pedestrians who were also intent on capturing the cab on film for themselves!
And as if the powerful ad graphics weren't enough, our 'expenses' taxi also highlights how important receipts are to passengers - not only MP's. These can be customised and branded, and are an ideal way of literally putting a brand in the hand of highly sought after ABC1 consumers.
And the PR value of the stunt was clear for all to see as it has already been covered in Media Week, and has made a lasting impression on all those who saw it on the day. Having said that, we still failed to persuade a single MP to take a free ride in the Taxi Media taxi. Shame.
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