The strategic solution put Vodafone at the heart of London in one of the biggest taxi ‘wrapping’ campaigns ever seen. Over 1,000 traditional London taxis were covered in bold and colourful Union Jack branding, featuring 2,000 London street names - from London’s most iconic to the smallest - creating a unique affinity with locals, not just tourists.100 cabs were wrapped in specially commissioned artwork, designed by British fashion designer Christopher Kane.All 1,000 taxis were installed with retractable mobile phone chargers allowing people to talk and charge simultaneously. Interior media featured ongoing Vodafone advertising. Branded receipts ensured customers could take the experience away with them. A payment system allowed Vodafone-enabled customers to add the fare onto their mobile bill, adding real value to the experience.

Research amongst Londoners identified 40% recall in August - significantly higher than any other taxi campaign - rising to 60% by October. A quarter of Londoners saw the campaign at least daily.Over half of those exposed to the campaign are now more likely to consider Vodafone. Over half (53%) of non-customers are more likely to consider; 65% of Vodafone customers now feel closer to the brand.Half of Vodafone taxi riders used the in-taxi charger, generating an overwhelmingly positive perception of Vodafone.The campaign, which continues throughout 2012, was immediately featured in 41 press articles and social media.