Directory enquiry service 118 118 will be giving out free rides for Londoners in their fleet of 118 118 branded cabs.
The ten taxis, which have been emblazoned with the memorable number, will be taking to the streets between 6pm and midnight tonight (Thursday December 15).
Anyone lucky to flag one down will get a free ride to anywhere in zones 1 and 2.
The initiative will be featured in press ads in The Metro and on tube escalator panels on December 15th and is also being supported by a Facebook campaign.
The Facebook app gives people the chance to win rides in the branded cabs in the run up to Christmas by dropping a pin to show where they’d like to be picked up from.
According to call data from 118 118, this Thursday will be the busiest night of the year for people hunting for a taxi.
They’re calling the night ‘Cabmageddon’ and encouraging revellers to ease the pressure on London’s cabbies by pre-booking their taxi with one of the 18,000 cab firms listed in the 118 118 directory.
118118 Communications Director William Ostrom commented: “The run up to Christmas is a busy time for everyone – 118 118 included. As well as reminding people to book their travel through our directory of taxi services, we also wanted to give Londoners a little something extra this holiday season.
“Whether you are doing your last minute Christmas shopping or heading out to party, keep your eyes peeled for the 118 118 cabs this Thursday for your chance to win a ride on us. Who knows, you might just get lucky, and if not, there’s always 118 118.”
The taxis have been provided by taxi advertising specialists Ubiquitous, who have managed the branding of the cabs and recruitment of the drivers for the stunt.
Managing Director Andrew Barnett said: “This project shows how taxi advertising can be creatively integrated into the wider marketing mix.
“The Facebook element of this campaign is particularly exciting and to our knowledge is the first time this has been done in this way. It will be an exciting case study for any brands looking to activate their media buying through PR and social media.
“What’s more, the cabs will undoubtedly be welcomed by lucky shoppers and revellers who will benefit from a completely safe and comfortable journey home during the festive rush.”
The initiative is part of a wider marketing campaign from 118 118 called ‘Everyone’s Little Helper’ which will be appearing across the UK this December. It includes press advertising, outdoor, digital outdoor and escalator panels and will highlight the number of people that the 118 118 service will help with festive dilemmas – from finding the last train home when you’re worse for wear, to ordering takeaways when turkey leftovers becomes too much. It seeks to maximise the seasonal increase in calls that the service sees in the run up to Christmas.
PR and social media is being handled by Diffusion PR, creative by The Brooklyn Brothers, and media buying by Zenithmedia.
www.Facebook.com/118thenumber
