LONDON: Sky Sports has partnered with taxi ad outfit Ubiquitous to launch a fleet of London cabs dressed up in 'Formula 1' team liveries. Sky has rolled out street wheels in the colours of 'Red Bull Racing', 'Force India', 'Renault Lotus' and 'Sauber' teams, complete with sponsorship decals and bodywork shading, to promote the launch of Sky Sports F1 HD and the new grand prix racing season.

Recent consumer research conducted by Ubiquitous found that the average black cab journey in London lasts 17 minutes, with 60 percent of passengers using the time to go online, an activity which boosts brand opportunities for engagement. Seventy percent of taxi users regard themselves as technology influencers of new marketing technologies.

"With all eyes on London in the run up to the Olympics, the iconic black cab will prove to be a key outdoor advertising channel", said Andrew Barnett, MD, Ubiquitous. "But in order to offer advertisers the most effective means of engagement with passengers, we must look to adopt the technologies they want. Over 70 percent of passengers interviewed for the report stated they were a technology influencer within their social circle, so the availability of technology on the go is of growing importance."

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