Freenow launches London-wide campaign built on everyday black cab reliability and humour
- Perry Richardson
- Oct 2
- 2 min read
Freenow, the leading app for London’s black cabs, has unveiled a fresh marketing campaign across the capital with a focus on British humour and familiar city life scenarios. The campaign is designed to strengthen the black cab’s reputation as a trusted and comfortable option amid the daily travel frustrations of London.
Created with brand studio Saboteur, the campaign runs across digital and outdoor channels throughout October. It includes prominent placements in high-footfall locations such as Leicester Square and Oxford Street’s Cube. The campaign is timed to align with key cultural and sporting events across the city, increasing exposure when large crowds are out.
The messaging is built around real London experiences, pairing commuter chaos with dry, humorous copy that highlights the reliability of Freenow black cabs. Scenarios include nights out, busy shopping trips, and transport delays. Instead of leaning on stress relief alone, the adverts use local tone and voice to reflect what Londoners are already saying, reinforcing the everyday role of black cabs in the city.
The campaign marks another push by Freenow to support the licensed black cab industry. By linking dependable travel with cultural moments and local humour, the brand aims to remind Londoners of the value black cabs bring to the city’s identity and infrastructure.
Tony Fletcher, Global Marketing Director at Freenow, said: "London is special and utterly unique. We all love the vibrant chaos, but people are so busy that it makes it really hard to capture people’s attention in an authentic way. With this campaign, we’re bringing our own humour and our own experiences of London to the city in a way that we hope helps people bond more with the iconic London cabs.
“It’s a strategic evolution for Freenow, not just for a laugh, but to solidify the black cab’s role as the trusted, hassle-free choice to get around town and home again.”
Alex Clegg, Co-Founder, Saboteur Studio, said: "This campaign hinges on recognising that Londoners love to complain and joke about their journeys. We moved beyond generic taxi travel messaging to embrace this collective truth. By pairing these relatable annoyances with the black cab’s inherent safety and comfort, we created a concept that delivers an emotional payoff in a snapshot. The goal was simple: reinforce black cabs as the smartest, wittiest travel decision you can make."
