Commissioned to introduce the economically active
commuter market to Frisco’s new improved rich and creamy coffee,
ComutaNet implemented a widespread interactive promotional campaign
to ratchet up brand awareness, encourage trial and ultimately
increase Frisco sales. Tapping into carefully selected media platforms
that reach this dynamic market, ComutaNet incorporated Rank TV’s
visual appeal, vibrant and pulsating Commuter FM, interactive
gazebo promotions and interior taxi advertising.
To drive the pay off “Frisco is a rich creamy coffee taste” home
and at the same time inform commuters about a R1 000 0000 competition
that they enter by buying Frisco, an intensive three-month campaign
was chosen. Competition details adorned 1 000 taxis interiors
and a breakfast show on Commuter FM provided support for the competition
at commuter hubs around South Africa.
ComutaNet’s powerful audio-visual medium, Rank TV, flighted Frisco
ads on eight consecutive Saturdays, reaching an audience during
very receptive times. Adding to the campaign, beneath branded
gazebos and giant Frisco blimps, product samples were handed to
crowds of enthusiastic commuters. |
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The sampling proved highly popular drawing
huge attention from thousands of willing consumers.
“The sampling campaign in conjunction with Rank TV, Commuter
FM and interior taxi branding, covers all the bases and ensures
commuters are aware of Frisco’s rich creamy taste in the most
positive manner – tasting! Sampling is extremely popular allowing
commuting consumers to test products before purchase. Being
effective and delivering results, sampling campaigns are highly
sought after by clients,” says Brian Lindquist, Sales &
Marketing Director for ComutaNet.
www.comutanet.co.za
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