IBM CASE STUDY
 
     
IBM and Cabvision working together to deliver "A total taxi marketing solution".
 

Cabvision offers advertisers a total taxi marketing solution, simultaneously combining impact from TV advertising and traditional taxi exteriors. IBM was the first to take this concept one step further with stunning effect.

IBM has exclusive ownership of the live scores at Wimbledon and last summer were investigating ways in which they could maximise their use and awareness. Cabvision was successful at convincing IBM that we could deliver a new innovative mobile media platform that provides the ideal solution for their needs.

For the first time in the UK, Cabvision gives advertisers a very real, cost effective solution to deliver wireless multi media content at a fraction of the cost of current mobile technology. IBM drew maximum ROI from the proposition through a well orchestrated "Total Taxi Marketing Solution" incorporating all elements of the Cabvision product portfolio.

A brief description detailing the contribution each product delivered to the campaign is detailed below:
Through using Taxi liveries IBM where able to produce a mass market eye catching mobile billboard attaining high levels off frequency to a broad audience.

The strap line "Get in, Wimbledon is ON" surely needed no further explanation.
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Cabvision is a commercially funded passenger entertainment system designed to appeal to passenger needs in a captive environment.

Advertisers are able to seamlessly integrate the Cabvision offering through creative synergy both outside and inside the Taxi. IBM created maximum impact by broadcasting both the live point by point scores and a TV commercial.

Cabvision is the ideal platform for advertisers to deliver live text product or promotional messages, instigating an instant response from the consumer.

With 'real time' campaign accountability IBM were able to ensure they received maximum value, whilst delivering live scores point by point to each cabvision taxi.

Cabvision offers consumers access to a variety of channels along with live news headlines, with all viewing data captured by the onboard computer system an important addition to any TV, digital or outdoor advertising medium.

Cabvision in-cab TV system proved to be a reliable, quantifiable and cost-effective way of maximizing the reach of IBM's advertising campaign within the premium-priced London market.

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“IBM and Cabvision delivering a dynamic and innovative new media solution to one of London's more traditional modes of transport.”
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