2014 DSA Crown Award: Point of Wait (more than $10K) - Gold 

Entry: Aria Resort and Casino

Client: Aria Resort and Casino

Submitted by: Verifone

Venue(s) where the content was displayed:

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VeriFone Media recommended a full takeover of the Taxi TV platform in Las Vegas and worked directly with Aria’s marketing team to develop a custom suite of apps, which were installed on 10-inch VNET tablets in over 700 Las Vegas taxis.    

Catering to all types, the Aria Taxi TV experience gave riders the option to sit back and watch a 13:00 geo-targeted content loop showing off the property and its amenities—including a day spa, shows, restaurants, casino and nightlife—while also allowing them to easily open the apps to learn more about specific amenities, special offers and activities around the property.    

In order to gauge app usage and depth of engagement quantitatively, VeriFone tracked all user interactions with the tablets. To determine brand awareness and recall, as well as the overall effect the campaign had on the brand, a third-party intercept survey was conducted at taxi drop-off locations around the property.

Objectives of the content:

Aria Resort & Casino wanted to reach, entertain and educate Las Vegas tourists with information on its property’s features and amenities as they arrived in the city and traveled around the Strip. But the client was skeptical about the ability of digital signage to drive positive brand association and engage consumers in a meaningful way. VeriFone Media was convinced it could do both.    It was proposed that the captive environment of taxis—combined with their particularly long dwell time and the interactivity of VNET | Taxi TV—would allow Aria to provide a valuable experience offering contextually relevant content that would be perceived favorably by consumers.

Budget category (content creation only): More than $10,000

Results of the content:


•    Quantitative tracking showed substantial breadth and depth of engagement:  

  1.     17% of all riders opened at least one app, increasing to 19.3% on Saturdays. 
  2.     18.7% of all riders coming from the airport interacted, rising to 21.1% on Thursdays and Fridays. 
  3.     Interacting riders viewed an average of 9.25 app pages per session. 

•    Qualitative research showed significant recall, enjoyment and positive associations, rising measurably upon repeat exposure:  

  1.     Over 95% of all riders had unaided brand recognition and recall of at least one feature. 
  2.     Perception of the overall platform was very positive: 90% gave it a 3 or higher on a scale of 1-5, with 68% of repeat riders rating it 4 or 5. 
  3.     When shown a list of 10 adjectives describing the Taxi TV experience, over 76% selected either “informative”, “helpful” or both.  
  4.     50% of respondents said their perceptions of the resort were more favorable after watching, rising to 58% among repeat riders."

Selected judges' comments:

  • It's hard to argue with results and, according to their research, engagement increased significantly as a result of this execution.
  • Great example of leveraging a captive audience with digital platform.
  • The ability to make reservations and engage with the content goes way beyond the typical use of “taxi tv”. The results speak to how successful solid strategy and execution in digital media works. Nice work.
  • Awesome! Perfect content experience for a taxi in Vegas.
  • Congratulations on a job well done.


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