When you think about taxis; their movement and function, positioning on the road, presence around the clock, proximity to motorists and pedestrians, frequented locations and hot spots for sourcing fares, you begin to visualise how broad the audience is, how the audience and environment differs as the day transitions to night and how all these situations lend themselves to being incorporated into the message.

Situational relevance, humour, intrigue or designs that stimulate the viewer’s imagination and solicit a response all enhance recall of your message. Here are a few clever campaign examples where the copy incorporates the situation.