Western Canadian Lottery touts its jackpots on taxi tops

The lotto corp is using LED displays to highlight its prizes.

A campaign for Western Canadian Lottery Corporation next month will see taxi tops in Calgary featuring LED displays flaunting large amounts of money. The innovative yet old-school mobile OOH media buy was helmed by M2 Universal and DDB is handling the cash cab creative. The plan calls for updating the jackpots via satellite on city cabs, starting Sept. 19. 

The campaign utilizes Calgary-based Umbrella Media’s taxi network (a fleet of 1,705 cabs in Victoria, Vancouver, Calgary, Edmonton, Grand Prairie, Alberta, Saskatoon, Regina, Winnipeg, Toronto and Niagara Falls), which feature two- and three-sided taxi top ads, taxi and bumper wraps and interior posters. Umbrella Media has also recently struck a deal with the West Edmonton Mall to provide advertising on escalator steps and rails, elevators, pillars, banners and parking lot strips. A deal to provide advertising on food court table tops is pending, as is a deal with a national brand to utilize the mall assets, according to David Rojek, VP marketing at Umbrella Media. The Umbrella network also includes WestJet, Pacific Coastal and AeroMexico planes - spanning cups, napkins, boarding pass sleeves, table trays, overhead compartments, window covers and even outer plane wraps – and extends to 110 golf courses across Canada.