ROLE

Creative Director, Copywriter.

OBJECTIVE

Convince New Yorkers to fly United out of Newark (EWR) by dispelling the myth that travel time to JFK is faster.

STRATEGY

GPS enabled digital taxi tops were engineered to show a real-time comparison of the travel times between the taxi and both JFK and EWR.

The digital displays were 100% dynamic and updated in real time based on the taxi’s position and evolving traffic patterns.

This was the very first time that real-time GPS traffic data was used to display dynamic messaging on top of a taxi.

RESULTS

125 digital taxi top screens generated 4,400,000 impressions each month

of the campaign. The campaign generated national attention and widespread press coverage, including Adweek’s Agency Spy, Mediapost, Creativity,

The Points Guy, Airliners, and The Chicago Business Journal among other publications, as well as garnering recognition from virtually every major advertising award show.

AWARDS

Cannes Lions (Silver, Bronze), One Show Pencils (Silver, Bronze), London International Awards (Silver), Obie Awards (2 Silver), Clio Short List, Communication Arts, Mediapost Digital OOH Award, Lurzer’s Archive.

“In the fiercely competitive airline advertising landscape of New York, it’s a constant challenge to think up new ways to cleverly stand out. The taxi-top campaign allowed us to be the first to use innovative technology to show New Yorkers just how close Newark is, effectively helping us improve perception in a critical market.”

– Daniel Cuellar, Global Advertising Director, United

+ 810,000

new passengers flew United out of EWR

+ 55%

increase in brand favorability

26 million

earned consumer impressions within the 1st month