| ComutaNet Maximises PEP’s Airtime Benefits to Target Market (13 October, 2006) | |||
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Capitalising on ComutaNet’s ability to talk directly and deeply to PEP’s target market, this large national retailer commissioned three media platforms to promote airtime purchase options through PEP Financial Services and to drive home its core marketing message, ‘All Airtime, always at discount prices with PEP’.In the original 2005 campaign, PEP branded ComutaNet taxis across the country with vibrant and informative marketing messages. “The campaign’s success led PEP to increase exterior taxi advertising to 200 taxis. The client also added 35 Mega format buses and 23 Double Decker buses in Cape Town,” reports ComutaNet Sales and Marketing Director, Brian Lindquist.
“From a media owner’s perspective it is encouraging and rewarding when a client increases its spend year-on-year,” he adds. “We aim to foster partnerships that help our understanding of our clients’ needs and develop campaign solutions that suit their marketing strategies.”
Taxis are excellent media platforms to deliver advertisements to high-density urban areas, bringing the PEP message to economically active commuters. Buses have a broad reach in major metropolitan areas as well as other urban and rural areas. Furthermore, the Double Decker Buses offer the client extensive awareness and dominance in the Cape Town area for mobile branding.
“Not withstanding the enormous ROI from taxi and bus branding, PEP elected to reinforce this with advertising on Rank TV. Screens strategically placed at 10 of South Africa’s most frequented taxi ranks enable PEP to reach an unprecedented 1.2 million people every day.”Jason Hedenskog, Marketing Manager PEP Financial Services, says, “ComutaNet has helped build the PEP Airtime brand and general awareness with our target market. Our target market historically makes use primarily of public transport. Advertising on taxis and buses nationally was an obvious match.”
“Due to these favourable factors, we have this year increased our investment and partnership with ComutaNet and can only continue to strive towards maximising PEP Airtime’s message to our fellow South Africans,” he concludes.
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