United Airlines’ strength in New York is rooted in its Newark International Airport (EWR) hub in New Jersey. New Yorkers are familiar with both the EWR and JFK airports, but for most, the idea of flying from a New Jersey airport seems inconvenient and distant. In reality, Newark is actually closer to Manhattan than perceived, so getting to EWR by taxi is significantly faster than getting to JFK. To prove this to New Yorkers, we programmed GPS software integrated with real-time traffic data into 125 digital taxi tops and displayed a comparison between the travel time to JFK vs EWR.
Result
The taxi displays were 100% dynamic and would update in real time with every change in the taxi’s position, evolving traffic patterns, and unpredictable events like car accidents or weather. This represents the first time real-time traffic data has been used to display a dynamic ad on top of a taxi.