Easyart campaign enlists thousands of black cabs in LondonEasyart campaign enlists thousands of black cabs in London

Easyart has rolled out a campaign to promote new British artists by interviewing them for a series of short films which will be screened by thousands of black cabs in London.

The campaign, developed by Posterscope and Verifone Media, has aimed to engage the viewers and make a subtle connection between brand and subject via the films.

The film is then followed up with product ads to re-assert the brand name.

It is set to run until the end of May and will be tracked across online and mobile by Verifone Media.

Daemon Brown, sales a marketing director, at Verifone explained: “Young artists are the perfect test case as limited awareness and search volume currently exists for them, so a response is easy to track. Easyart is very data driven and will be tracking responses in great detail to continuously optimise the campaign.”

The partnership came about following last summer’s Art Everywhere poster project where exclusive digital artwork by Antony Gormley was shown on Verifone Media’s screens in the back of black cabs to promote the outdoor exhibition.