MANILA – Now on the busy streets of Manila are unique lightbox outdoor ads bolted on the trunks of taxis, clearly meant to catch the attention of thousands of commuters stuck in traffic.
It’s a new product from an up-and-coming outdoor media company Bebo called Maxi-Backs and have been officially on the road in the Philippines for the last three months, shares Aika Samaniego, GM of Bebo.
Maxi-Backs are around the size of a 42-inch flat screen, measuring 37×20-inches, that house high-resolution sticker-based images, backlit by bright LED bulbs.
“Because they are mounted on public transport, Maxi-Backs follow routes that take them to the more popular commercial locations, business districts and places of interest – they mirror consumer lifestyles and are pretty much present on all the roads that they take,” Samaniego adds.
Brands can avail of 20 taxis with Maxi-Backs at P99,000 for a month. In comparison, paying one bus with a sticker back will get you four Maxi-backs for the same price while one billboard can get you an army of 200 taxis.
What can one taxi installed with a Maxi-back deliver? A survey Bebo did that tracked GPS data between August and September 2014 revealed that a single taxi fitted with a Maxi-Back has been able to travel 300 kilometer daily for 7 days, admittedly reaching a broader audience compared to buses that have predetermined routes.
To put things in perspective, the Department of Public Works and Highways estimates that the total number of motorized daily trips in Metro Manila will reach a whopping 43.7 million by end-2015.
So far the, United International Pictures, BPO companies Transcom and Convergys, Telus, and EGS, OLX.com and Hewlett-Packard are some of the brands that have already used Maxi-Backs for outdoor campaigns as far back as 2013.
