American Airlines - WiFi Taxi

American Airlines - WiFI Taxi

To raise awareness among business travellers in London that American Airlines (AA) offers full-flat seats in First and Business on all flights between London and New York – and is also the only airline to offer wi-fi across the Atlantic – the airline this spring wrapped 40 cabs in AA livery and provided passengers with free 4G wi-fi.

On entry to the taxi, passengers were met by a welcome message on the interior digital screen prompting them to connect to free 4G wi-fi. Upon doing so, they were taken to a campaign landing page on aa.com, which provided access to a virtual tour of our new planes. In addition, a 30-second ad played on the taxi screen, providing customers with more information on American’s transatlantic flying experience.

AA’s ‘wifi taxi’ was part of a massive out-of-home campaign by the airline in London which appeared across the London Underground, rail and bus networks, on large-format roadside sites , at Heathrow Airport , Heathrow Express, Canary Wharf and on ECNlive, a digital signage network inside office buildings.

According to Rapport, which was responsible for the media planning, 41 percent of AB business travellers in London recalled seeing the campaign (rising to 60 percent for those who travel for business at least once a month). Of its competitors, AA saw the biggest increases in both top-of-mind brand and advertising awareness despite no TV activity and spending significantly less than these rival airlines. More stats and a case video here and here .