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.
