Now that summer is coming to an end, we are raring to go for the new season ahead. And what better way to anticipate all things fresh than with our collab with Ted Baker? The brand has launched #GreatUnexpectations, the eagerly-awaited AW18 collection.
Ted’s new womenswear collection for the autumn/winter season continues the great man’s green-fingered gallivanting around the globe’s most glorious gardens, complemented by surprising textiles, unexpected yarns, and Ted’s signature eye for detail. From the Amazonian jungle to Florentine villas, South Africa’s tropical botanicals to Lakeland country gardens, Ted has never explored further in pursuit of the perfect floral.
So where did Promohire fit in? Our challenge was to transfer this creativity into a promotional vehicle to support the brand’s launch experiential activity. ‘Ted’s Botanical Taxi’ was born - and has so far toured select UK stores in Liverpool, Sheffield, Oxford and London. Two more dates are planned for the UK before the campaign travels to Europe.
The exterior wrap and the internal cab conversion ties in closely with the new collection and store window displays.
Promo staff were located by the taxi to hand out flyers to drive customers into their store to view the latest AW18 collection, enjoy a tipple on Ted and pick up a small gift. The taxi was the perfect backdrop for the brand, and customers were encouraged to get into the cab and share their photos @ted_baker using the #GreatUnexpectations to drive social engagement.
Working with big brother Raccoon, brand production elements were managed by our creative team who sourced the botanical flowers and props for the inside of the taxi, as well as key visual design cues such as the butterflies and the owl. Our fabrication team utilised our 3D printer to produce the chameleon prop, and the seats were sumptuously re-upholstered to ensure they tied in with the colour palette.
The external vinyl wrap was printed with eco-friendly latex ink and was fitted by our award-winning installation team here at Promohire HQ in Kent.
Promohire supplied the vehicle and the driver logistics as part of the service.
We are thrilled that this stunning vehicle is driving engagement and success for Ted Baker so far. The activation dates for London, Hamburg, Berlin and Stuttgart are complete but you can still catch Ted’s taxi in Milan on the 21st September, Amsterdam on the 22nd / 23rd, Paris 26th – 30th and the final dates in Dublin 6th/7th October.
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