‘Hello Sunday Morning’ uses taxi ads to create a better drinking culture targetting Perth’s youth

Hello Sunday Morning (or HSM to those in the know), is a platform for Australia’s young individuals to create meaningful change in their lives by taking a short break from alcohol.

Supported by the WA Government and using creative created by Grey Melbourne, HSM has engaged seat back Taxi advertising media agency ‘Taxi Rider’ to capture it’s audience, when they are most receptive.

Taxi rider is the only ad medium in Australia that can target Taxi passengers directly, with a very simple print ad space that is attached to the back of the driver and/or passenger seats inside Perth Taxis.

“One of the key strategies is to use seat-back advertising in Taxi’s to reach our young audience.” Explains Jacinth Rowland from HSM. “We are committed to conducting a variety of advertising campaigns, with taxi’s central to this to target 18 – 30 year olds.” She says, “We want to reach our audience when and where they drink.”

The campaign comprises of 3 concepts that represent common experiences that occur when you combine a big night out with a taxi ride home. The spinning feeling as the taxi interior rotates around you, the mobile phone left on the back seat, and of course the nausea. All relatable and unpleasant side effects of drinking, and experiences that many would prefer not to go through again. Reminding young people of these things aims to encourage them to take a break from drinking.

“The Taxi Rider medium is tactile and non-invasive.” Says Emma Potter from Taxi Rider. “We felt it was important for the customer to stay in control of the experience, especially as it is in a confined space. It is therefore more likely that the customer will engage and feel positively about the experience – very important with a young audience.”

Taxi Rider is a new seat back advertising medium, started in Perth and Queensland and soon to be available nationally.