Easyart, Posterscope and Verifone Media (a division of Verifone) are launching a campaign to promote up-and-coming British artists through interviews to be screened in thousands of London black cabs.
The series of 60 second films kicked off with “Dead Man’s Patterns” featuring the award-winning London artist Hormazd Narielwalla who uses old Savile Row tailors’ patterns to create his art and is followed by a film about Sussex artist Kelly Hall and her retro prints celebrating the British Isles. The campaign will run until the end of May. The project will not only offer interesting and engaging content for cab passengers, but also provide a springboard for up-and-coming artists.
The partnership came about following last summer’s Art Everywhere poster project where an exclusive digital artwork by Antony Gormley was shown on Verifone Media’s screens in the back of black cabs to promote the outdoor exhibition. As a sponsor of the exhibition, Easyart continued to work with Posterscope and develop this new project with Verifone Media.
Adam Cherry at Posterscope told us “This is a fantastic partnership combining both tailor-made content and advertising to ultimately drive sales for Easyart. Verifone’s screen network is a perfect fit for the upmarket, art-loving audience we are targeting.”
The new campaign aims to further develop the content and advertising model available in over 2,000 black cabs through Verifone Media. The campaign is designed to generate data through detailed online and mobile tracking. Daemon Brown at Verifone Media said “Young artists are the perfect test case as limited awareness and search volume currently exists for them, so a response is easy to track. Easyart is very data driven and will be tracking responses in great detail to continuously optimise the campaign. In addition, it’s exciting that we are supporting British artists and showing beautiful and inspiring content to cab passengers.”
Posterscope’s proprietary consumer insight study, OCS, shows that black cab passengers are the perfect demographic for cultural and artistic subjects; they are an affluent audience that is culturally interested and highly engaged. Gyr King at Easyart was quoted as saying “We love the fact that we’re able to showcase artists we are excited about in this way. It’s not easy for young artists to catch a break these days and to generate over a million impressions a month from a 60 second interview to a prime audience could change the trajectory of their career.”
The campaign will run for six months featuring different artists. The content piece works to engage the viewer and make a subtle connection between brand and subject and is then followed up with product ads to re-assert the brand name and make that commercial leap in the minds of the consumer. By combining interesting content with traditional ad formats, Easyart hopes to show how interest, and ultimately, sales in that brand and individual artists, can be impacted.
Follow DailyDOOH