Gail Chiasson, North American Editor
In preparations for Valentine’s Day, Verifone Media is making sure London itself isn’t left out of the love celebrations by using its 400 HD LCD digital screens on top of London’s most loved icons: the black cab.
The declaration, dubbed #LoveGEO, is playing London-wide on the company’s ‘DigitalTop’ HD screens. Location-based-specific messages have been designed to spread Verifone Media’s love of being part of the iconic landscape of 2015’s most visited city in the world. Area-specific accuracy is achieved thanks to Verifone Media’s geo-targeting system, with the creative displaying ‘Dear [accurate location], We Love You’. That is, all but one: when any of the DigitalTops pass Buckingham Palace, the creative reads ‘Dear Your Majesty, We Love You’!
Locations targeted can be as wide as London’s Theatreland or specific landmarks such as Big Ben, all demonstrating that Verifone Media’s clients can also deliver impressively precise relevance. Target areas have been chosen based on Verifone Media’s findings from its award-winning 2015 campaign, #HelloGEO.
“Since taxis can travel anywhere in London, last year’s #HelloGEO campaign provided us with a vast insight into the coverage ‘habits’ of Digital Tops, thanks to the HD screens’ automatic playout reports,” says Sadeek Rahman, digital product manager. ”Now, with the Valentine’s themed follow up, #LoveGEO, we are able to use the insight to optimize the messaging without compromising impacts. Although they’re close to each other, the peak times of Oxford Street and Soho, for example, are very different. Targeting OOH cold spots such as the City of London can be shown to compensate for lack of other media.”
“We can turn our HD screens on at certain times of the day, or in certain streets because of certain weather conditions, all ensuring maximum relevance,” says Jim Cohen, sales and marketing director. “Verifone Media is passionate about showing people the power our digital products and how they can be used to effectively target the right people at the right place in the right mindset.”
With the #HelloGEO campaign’s hashtag achieving a social reach of nearly 44,000 mentions, Verifone Media are hoping #LoveGEO to produce even more, as screens on the road have been doubled to four hundred since 2015.
You can look for Verifone Media spreading the #LoveGEO across London this week.
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