News

Gett gets a ride on digital signage screens in NYC

Out-of-home communications specialist Posterscope USA is managing a new digital out-of-home campaign for recent client acquisition Gett, the growing on-demand car service operating in New York City and taking aim squarely at Uber.

October 28, 2015

Out-of-home communications specialist Posterscope USA is managing a new digital out-of-home campaign for recent client acquisition Gett, the growing on-demand car service operating in New York City and across the world, according to a company announcement.

The campaign is emphasizing Gett's no-surge pricing policy, its $10 fixed pricing inside Manhattan (below 110th Street) and has been successful in driving downloads of the Gett mobile application and encouraging new user trials, the company said.

The creative campaign can currently be seen on multiple digital signage screens across New York City in kiosks, newsstands, bus shelters, restrooms, urban panels, elevators and bars.

"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, in the announcement. "We've designed and deployed an innovative 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 the Gett out of home campaign is Posterscope's use of real-time buying for digital screens in elevators and bars, the company said. 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 p.m. 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.

Posterscope's campaign for Gett will run through the end of October.