WHAT WOULD SUN TZU SAY ABOUT
CHALLENGER BRAND ADVERTISING?
If you find yourself up against a Verb, a Hoover, a Google or a Xerox, you don’t win by looking same, saying the same things or advertising in the same places with less money. You win by looking different, showing up and dominating different places, and by planting little ear worm copy lines that people can’t help repeating when asked.
‘Have you seen the Gett Taxi Ads?’ ‘Hang on, were they the “You can’t fit a pram in a prius” guys?’ Yes, yes they were.
And showed that when it came to competing against one of the biggest verbs around today, UBER, they could still breakthrough, stand out and achieve fame on limited marketing spend using an Out of Home campaign that ensured for a few beautiful months, the people of London didn’t just call an Uber, they also ordered a ton of iconic black cabs.
Thanks to Gett Taxi and an Out of Home campaign that saw them achieve over 200 million views across their most important European marketplace.
And for anyone wondering, no, you can’t fit a pram in a prius.
