No Bad Mondays: turning wrapped taxis into a social competition

Monday Haircare set out to boost brand awareness and engagement through a multi-faceted out-of-home campaign.

For a challenger beauty brand, being seen is only half the problem — the campaign also had to be worth talking about.

Brightly coloured taxi wraps featuring the brand’s logo and the "No Bad Mondays" slogan were deployed throughout London.

The colour did a great deal of the work. A pink cab in a city of black ones is legible from a distance and, more usefully, is something people notice enough to photograph.

The taxi campaign ran as part of wider activity that also included flyposting in high-traffic areas.

The impact was amplified through social media: the brand shared photos and videos of the campaign and ran a competition for followers who spotted it.

Followers who photographed and shared the branded taxis could win vouchers, which drove user-generated content and extended the campaign’s reach beyond the vehicles themselves.

The competition turned a media buy into a participation mechanic. People were not simply passing the campaign; they were looking for it.

It is a good demonstration of what a wrapped taxi can do that a static site cannot — the vehicle moves through the city, so spotting one feels like a find rather than a given.

Campaign scale and mechanics above are as delivered. We do not publish audience or performance figures without a stated source and methodology.