| When GlaxoSmithKline wanted to build top of mind
brand awareness and increase sales of two of its leading brands,
Grand-Pa Headache Powder and Eno, the industry giant relied on
ComutaNet’s innovative commuter media platforms to inform
commuters of the benefits of the two products. ComutaNet, the
undisputed market leader in commuter advertising, in conjunction
with GlaxoSmithKline, formulated an exciting campaign across a
number of its exclusive commuter media formats including the branding
of 186 taxis, placing interior taxi advertising in another 1 000
vehicles, and branding twenty hawker kiosks in popular commuter
hubs communicating Grandpa and Eno’s intrinsic qualities.
To heighten brand exposure and commuter attention, the promotion
is to run over twelve months. Adding a persuasive element to
the campaigns, the interior taxi advertisement incorporated
a competition encouraging consumers to purchase Grand-Pa packs
putting them in line to win cash prices, and an Eno competition,
presenting commuters with an opportunity to win a lifetime supply
of groceries.
Adding another element designed to ensure GlaxoSmithKline achieves
maximum brand prominence for both products, ComutaNet monitored
and maintained Grand-Pa and Eno branded hawker kiosks strategically
located at some of the country’s busiest taxi ranks.
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“The media was chosen to let Grand-Pa
and Eno connect with the influential, economically active commuter
market and expose their brands in a cost effective manner. Our
branded hawker kiosks are particularly popular as they are both
convenient for commuters and empower hawkers to sustain their
own businesses whilst facilitating brand interaction. The use
of branded taxis and a competition element enabled GlaxoSmithKline
to double the campaign impact and achieve valuable exposure
to the target audience, says Kevin Kirby, Group Marketing Manager,
ComutaNet.
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