Objective: Increase purchase intent by 8%
“ I had that geo-fencing in the back of me cab once”. We underlined American Airlines’ commitment to innovation with a genuine world first: geo-fencing a moving object (London taxis!). It took a year to develop but was worth it: purchase intent grew by 34%.
Insight: American Airlines struggles to stand out versus British Airlines.
American Airlines (AA) is a strong global brand but in the UK it struggles to cut through compared to BA & Virgin. We wanted to focus on the small but lucrative transatlantic Business Class market, to increase purchase intent amongst these most frequent of flyers.
AA’s transatlantic flights give travellers the most connected experience, with on-board wi-fi being at the very heart of this offering. We wanted to give business travellers a taste of this connected experience while in motion.
The world’s first geo-fence of a moving object.
This audience are heavily concentrated in two London locations: Canary Wharf and The City – so we focused our entire budget there. The iconic London Black Cab physically links the two core areas, and we knew that our audience are regular users. Truly cutting through would mean more than just wrapping the cabs.
To do that required simultaneously reaching travellers on their mobile device. To target both touchpoints we needed to capture device data of people exposed to the taxi both (passengers and pedestrians). Whilst geo-fencing static sites is commonplace, technical challenges meant it had never been done with moving vehicles. So we collaborated with Ubiquitous (taxis) and Mobsta (mobile) to determine how to do it.
A year’s hard work to develop the required tech
It took us a year to develop the tech that made this campaign possible. Ubiquitous had to upgrade the taxis’ onboard technology using GPS & RFID, while Mobsta had to build the API connections between the cabs and people’s smartphones.
Once the tech was sorted, we wrapped 85 taxis (along with tip-on seats and receipts) that were based around Canary Wharf and The City. As well as physically wrapping them we virtually wrapped them to: geo-fencing them as they moved.
We identified exposed devices by connecting to the Taxi API platform enabling the taxi GPS to be geo-fenced, and capturing device IDs within this moving geo-fence. We used a demographic overlay to ensure we only targeted devices in our target audience. We then retargeted these devices with a unique kind of location-informed sequential messaging.