Posterscope USA’S NY Campaign Supports GETT Car Service’s No Surge Pricing
Gail Chiasson, North American Editor
Posterscope USA, out-of-home communications specialist, is managing an innovative OOH campaign for recent client acquisition Gett, the growing on-demand car service operating in New York City and across the world.
The campaign, which has been running throughout October, emphasizes Gett’s no-surge pricing policy, a $10 fixed pricing inside Manhattan (below 110th Street) and has been successful in driving downloads of the Gett mobile application and encouraging new user trials.
The creative can currently be seen on multiple screens across New York City in kiosks, newsstands, bus shelters, restrooms, urban panels, elevators and bars.
“Gett continues to emerge as a force in the highly competitive on-demand car service market and we are thrilled to have the opportunity to help support its growth efforts,” says Helma Larkin, CEO, Posterscope USA. “We’ve designed and deployed an innovative campaign that strongly promotes Gett’s competitive differences and leverages a wide range of digital screens that blanket New York City and encourage new users to give Gett a try.”
A key feature of the Gett out-of-home campaign is Posterscope’s use of real-time buying for digital screens in elevators and bars.
To maximize efficiency and budget, Gett’s campaign is seen on certain screens during peak viewing hours.
For example, in office building elevators, the campaign can be seen during work hours with an emphasis on the 4-8 p.m. timeframe when people are commonly leaving the office and when on-demand car price surging is most common. In bars, the campaign can be seen during evening and night hours as well as when weekend traffic tends to increase.
Founded in 2010, Gett is an on-demand service that lets you instantly book transportation with your mobile phone, available for both consumers and corporations. Gett is a US$207 million funded company and is available in 52 cities, including New York, London, Manchester, Liverpool, Moscow, St Petersburg and Tel-Aviv. Gett features fair, predictable pricing with no surge and live 24/7 customer support. In NYC, Gett offers $10 rides from 110th Street to Battery Park, providing users a fast and convenient way to move around the city.
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