Cash Cab Heads to Asia

SINGAPORE: AXN Asia is to launch a local version of the game-show format Cash Cab, with Chevrolet Asia on board as a sponsor.

The ALL3MEDIA International format will launch on AXN Asia across 21 countries, where it reaches 98 million households. The show is hosted by Oli Pettigrew, with Chevrolet Epica as the taxi contestants will ride in while they’re quizzed on general-knowledge questions as they travel to their destination. The questions increase in difficulty as the trip progresses, and each correct answer wins the passenger instant cash.

“We are delighted to be working with Chevrolet Asia again on the next big AXN original production,” Jack Lim, the VP of advertising sales and marketing at Sony Pictures Television Networks, Asia. “With Cash Cab Asia we have managed to create the perfect vehicle for a partner like Chevrolet to do branded entertainment and we are grateful to have a partner who understands that the entertainment component, which will be very high in this show, is as critical as ensuring that their brand integration in the show is natural and seamless. With this show, I am sure everyone is going to be looking out for that very special Chevrolet!”

David Pang, the general manager of the Alpine Group, the exclusive dealer for Chevrolet, added, “As a trusted automobile brand with a century’s history of premium quality, there is no other platform that fits our brand as well as AXN, a leading entertainment destination in Southeast Asia. Likewise, we are pleased to work with AXN again for Cash Cab Asia and we believe that our collaboration will drive both brands to new heights of excellence.”