When AOL was looking to build "a content ecosystem for the next decade," they thought what better way to show it off than in the preferred method of transportation for Wall Street, the press, and the advertising/media community?
AOL ran across the entire VeriFone network in New York City for two weeks beginning in September, and another eight weeks in November/December, showing a combination of :15 brand "canvases" highlighting their new brand identity and :15 and :30 branded content clips to demonstrate their breadth of online video content.
With a total advertising recall of over 50% for regular taxi riders, the campaign drove impressive results for the AOL brand and it's video properties, especially among non-AOL users:
Aol got its message across when it came to creating awareness of its online video properties:
AOL was so pleased with the results, they renewed their relationship with VeriFone Media for all of 2011, expanding their run to include Boston and Chicago while adding the premium positioning to all markets.
"We believe in the importance of relevancy and the value of digital advertising to engage consumers with our content," said AOL Chief Marketing Officer Maureen Sullivan. "[VNET] TaxiTV is a unique example of how ground-breaking new media opportunities can achieve those core elements and has driven tangible and meaningful results for AOL and our family of brands."