FreeNow’s hula girl gets people in holiday mood

Taxi app operator FreeNow is helping consumers beat the January blues after launching a competition for its users this month with four holidays each worth €5,000 up for grabs. To promote the giveaway, FreeNow revealed an all dancing out of home (OOH) 48 sheet special on Dublin’s Macken Street as part of its overall marketing campaign.

Replicating the original creative, the 48 sheet special build sees a 2D version of Free Now’s hula girl placed front and centre. Subtle movement incorporated into the special sees the hula girl sway from side to side. The ‘January Woohoos!’ campaign was planned by PML and Vizeum with creative produced by Rothco Accenture Interactive.

Eclipse Media was responsible for the construction of the special build. Outside of the special, 48 sheets, Metropoles and city bus shelters highlight the competition and encourages an uplift in trips and sign ups. The more trips consumers take, the better chance they have of winning. Check out the competition at

Pictured above are Ivan Eustace, Vizeum; Laura Duignam, PML; Lisa Temple, JCDecaux; Pat Cassidy, PML; Luke Sheridan, FreeNow and Aisling Chubb, Rothco


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