When Enterprise decided to break into the mid LSM market to build awareness of its product and entrench its positioning “Best Quality Ingredients”, they approached commuter expert ComutaNet to tap into the economically active market. To broaden sales of Enterprise polony and introduce the product to thousands of breadwinners, ComutaNet utilised its powerful audio visual medium, Rank TV, and co-ordinated this with trailer, gazebo and sampling promotions at some of the country’s busiest taxi ranks.

To ensure the campaign effectively expanded Enterprise’s customer base and reached commuters for three alternating weeks, ComutaNet broadcast Enterprise’s message on Rank TV for ten minutes a day per site, during the week and six minutes on Saturdays.

Taking the brand directly to consumers, ComutaNet positioned Enterprise promoters at selected taxi ranks creating a buzz and educating commuters on the benefits of Enterprise Polony and its high nutritional value. Each education session was followed by commuter question and answer sessions, where participants who correctly answered brand related questions were given polony as prizes.

Vibrant gazebo promotions attracted crowds, music was used to create additional excitement around the promotion and consumers prompted to dance on stage, with a winner selected by popular vote. For the promotions, each trailer received 21 boxes of Enterprise polony, and 10 000 samples of polony were given away per area, per week.
 

The sampling process was tactically broken down into morning, afternoon and evening sessions to reach diverse market segments. Afternoon commuters (shift workers) were likely to eat samples for lunch whilst evening commuters took the product home, thus reaching their families and children.

“Rank TV is an effective and successful medium because of its high audio visual appeal and ability to reach South Africa’s economically active commuter population. The Roving Stage Trailers are an excellent media choice for this type of promotion as commuters can physically engage with the product. Rank TV’s compelling exposure, backed by gazebo and standard trailer promotions, delivered Enterprise’s communication to its target audience,” says Brian Lindquist, Marketing & Sales Director for ComutaNet

www.comutanet.co.za