News

AXA refits Singapore cabs with padded seats as part of ‘It’s OK to be overprotective’ campaign

Axa cab stunt Moove mediaAn insurance company has decked out 350 taxis in Singapore with padded seats, seat belt protectors and new floor mats to tie-in with its advertising proposition, “It’s OK to be overprotective”.

The special build, fitted by Moove Media, is part of a campaign by AXA Singapore to launch its latest personal family accident plan, AXA SmartFamily.

Moove Media took six weeks to transform the taxis, stripping them down and then re-upholstering them.

Axa Singapore

Jayne Kwek, CEO of Moove Media, said: “AXA wanted concept taxis for their campaign as they offer another creative touch point. This is the first time Moove had ever thought of using concept taxis as sensory advertising allows passengers to not only see the advertisement but to feel it upfront, which will make a more lasting impression.”

The specially built cabs will be on the roads until the end of the year.

Publicis Singapore was the creative agency, media was by Havas Media.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing