American Express to serve geo-targeted ads in London cabs

American Express is launching a geo-targeted taxi ad campaign that will show passengers ads relevant to the vehicle's location in London.

London cabs will use VeriFone Media's geo-targeting technology to serve ads delivering five separate creative executions, including ads for local theatre and entertainment venues when taxis are in the West End. When passengers are near Gatwick, Heathrow and London City airports, travel offers will be served up.

American Express launches the campaign this week and will run it for one month, with creative running in 200 branded taxis and in-cab screens. An additional 150 taxis will feature American Express branding.

Media was planned by Mindshare and booked by Kinetic, while OgilvyOne handled the creative. 

American Express claims it is the UK’s first geo-targeted taxi media campaign. Development of the campaign was overseen by Melissa Weber, American Express UK brand and communications director .

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 How Sainsbury's ads revolutionised the UK's food culture

Abbott Mead Vickers' press ads for Sainsbury's in the 1980s formed the most influential and culturally significant campaign the UK has ever produced, argues Paul Burke.

Just published