Gett, a new on-demand car service has launched a real-time DOOH campaign aimed directly at Uber’s New York City customer base. The campaign, planned by Posterscope USA, highlights the company’s no-surge pricing policy, a $10 fixed price inside Manhattan, below 110th Street. According to the company, the campaign has been successful in driving downloads of the company’s mobile application and encouraging new user to try the service.
Gett’s DOOH campaign reaches on-the-go New Yorkers across multiple venues that include the MTA’s On the Go kiosks, urban panels, newsstands, bus shelters, restrooms, elevators and bars through the end of October. Gett currently operates in London, Manchester, Liverpool, Moscow, St Petersburg and Tel-Aviv. New York is Gett’s first market in the United States.
“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 their growth efforts,” said Helma Larkin, CEO of Posterscope USA. “We’ve designed and deployed an innovative DOOH 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 Gett’s DOOH campaign is the use of real-time buying for digital out-of-home screens in locations such as 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 PM 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.