Hotpants brand, Zaggora, moves offline to promote range on London taxis


New London taxi campaign

New London taxi campaign

E-commerce start-up Zaggora, the brand behind Hotpants and a range of clothing items designed to help women lose weight, is launching a taxi advertising campaign in the UK’s capital with London Taxi Advertising.

The ‘Power up your playtime’ campaign will run from the 20 April 2012 in central London showcasing the technology-enabled clothing. The branded taxis will be on the road synchronised with the 2012 Virgin London Marathon, and will continue in the run up to the Olympics, inspiring women around London to get in shape, said Zaggora.

The yellow taxi supersides will run with the strapline ‘What’s black & burns calories? (It’s not this cab.)’ designed to create curiosity and encouraging the audience to visit the Zaggora website to find out more.

Zaggora claims to be a trailblazer in social commerce, having employed Facebook and Twitter to drive word-of-mouth recommendations and sales of its signature anti-cellulite products, all of which are available solely on its website, 

Zaggora launched its first product, Zaggora Hotpants, in July 2011; selling a pair every minute within the first 10 weeks of launch. Since then, Zaggora said it has recorded more than 2m unique visits to its website and sold more than 400,000 products to women in 110 countries around the world.

The taxi campaign is the first advertising format used by Zaggora, breaking away from the company’s online strategy. Zaggora said the taxi advertising will work to raise awareness of the brand and tap into the market of mobile spenders, aiming to drive further traffic back to the website with the use of branded receipt pads and internal ‘tip up seat’ advertising tempting passengers to visit the website and take part in the ‘Get slim’ challenge.

A study by One Poll revealed the average female shopaholic spends almost £1,000 a year on impulse buys, with one in 10 women admitted spending almost £2,500 a year on items which ‘caught their eye’ whilst out shopping (

Zaggora co-founder, Dessi Bell, said: ‘We’re so excited the Zaggora brand is traveling the streets of London. This is one of our first campaigns in the UK targeted to Londoners, and as a London-based business it’s a very exciting time to be in the sports sector with London 2012 just around the corner.”

London Taxi Advertising is responsible for the media planning and execution of the taxi advertising and will support the campaign with updates, features and images on its social networking feeds and website.