Ten London black cabs are offering free rides to women at certain
hours over the festive season as part of a Christmas campaign by
Archers, the Schnapps brand targeted at women.
The GuinnessUDV-owned brand has transformed the taxis into Archers cabs
from December through until June next year, as part of its 'Come out to
play' campaign by Saatchi & Saatchi.
The Archers cabs will offer free journeys to parties of up to five young
women between 8pm and 11pm on December 21, 22, 28 and 29. Exterior
branding consists of the Archers logo and the strapline 'Squeeze into
this little black number'.
Ads inside the cab itself sport a game with a spinning pointer.
Philip Gladman, Archers brand director, said: "Archers understands the
bond of a girls night out and the importance of girls getting home
quickly and safely at the end of the night. We wanted to use a piece of
media that facilitates a great night out."
The taxi campaign, planned and booked by Carat and outdoor specialist
IPM, is part of a wider ongoing campaign for Archers Schnapps and
Archers Aqua, its pre-mixed drink brand.
The flagship brand's sponsorship of Single Girls on Sky One has ended,
but TV ads are still on air.
A six-sheet poster campaign is also running, and press executions will
appear in the New Year.