Campaign Overview
Long Term Visibility with Concentrated PR Impact
GANT combined long term electric taxi wraps with a short, coordinated PR burst to achieve continuous mobile advertising across London. The campaign blended always on the street level branding with concentrated digital OOH moments in premium retail districts. This dual phase approach maximised both sustained exposure and high impact visibility.
SUMMERY
Client
GANT
Location
London, UK
Format
4 × fully wrapped electric taxis
Time Period
Always-on flight: 13 weeks
PR burst: 2 days
Brand detail
Drivers wore GANT-provided clothing during PR days
Estimated Impact
Estimated Impressions (13 weeks): 2.0 -6.0 million
Estimated Impressions (PR bursts): 800,000 - 2000,000
Estimated Unique Reach: 45,000 - 120,000 people
Project Goals
- Maintain consistent daily brand visibility across London using iconic wrapped taxis.
- Create a concentrated PR moment with a coordinated fleet and branded driver styling.
- Extend campaign reach beyond a single area by keeping the fleet moving through key districts.
Activation Strategy & Routes
Citywide Circulation with Coordinated Spike
- Always-on: 4 wrapped electric taxis operating citywide over a 13-week flight.
- PR burst: 2 days, 8 hours per day, with all 4 taxis active and drivers styled in GANT clothing for PR-ready content and creating shareable brand moments.
Estimated Unique Reach
Projected Audience Exposure
The fleet circulated through high footfall retail streets, commuter corridors and landmark zones to maximise repeated exposure. During the PR burst, we prioritised premium backdrops and central districts while maintaining circulation to keep visibility high across the day.
2.0M – 6.0M
Estimated impressions (13-week flight, 4 taxis):
80,000 – 200,000
Estimated impressions (2-day PR burst):
45,000 – 120,000 people
Estimated unique reach (PR burst):
Content & Reporting
Creative Output & Performance Tracking
- Wrap campaign management and fleet coordination across the full flight.
- PR burst scheduling and on-street coordination.
- Driver uniform coordination (GANT-provided clothing) for the PR days.
- Live proof-of-execution photo drops.
- Post-campaign recap: flight summary, PR burst summary, and coverage notes.
Outcome
Sustained Premium Brand Presence
The extended flight delivered millions of mobile impressions across key London districts. The PR burst amplified brand visibility through coordinated fleet movement and landmark positioning. GANT achieved consistent citywide advertising presence supported by strong visual campaign assets.