Stretch was briefed to create a mobile and highly adaptable interactive roadshow to allow The Times to converse with its existing readers and potential new readers in a multitude of environments including shopping malls, city centres, exhibitions, train stations and festivals. The iconic london Taxi was chosen as the perfect vehicle to reflect The Times brand values and a classic place for private discussion and personal opinions. We branded and reconditioned the Taxi with interior touch screen video wall pre-programmed with a list of topics for consumers to voice their opinion. The activity was launched at The Times BFI London Film Festival on the red carpet followed by activations at St Pancras Eurostar, Bluwater, Bullring Birmingham and The MPG Exhibition.
An estimated audience of 750,000 experienced the promotion and where sales were a focus of activity, copy sales of up to 500 were recorded – well exceeding local trade