Making one’s campaign stand out from many is the key to being noticed, particularly in today’s media environment where so much clutter struggles for consumer attention. To ensure their promotion stands out, Kellogg’s, the world's leading breakfast cereal producer, teamed up with ComutaNet to create a nationwide educational drive encouraging commuters to purchase its products. The campaign leveraged various ComutaNet media platforms to create maximum brand awareness, including visually appealing full wrap exterior taxi advertising and powerful audio visual Rank TV.

The Kellogg’s creative on the taxis is set against a bright red background illustrating the famous Kellogg’s rooster with an enticing cereal bowl of corn flakes and strawberries, with the pay off “Kellogg’s Corn Flakes – Go on, make the positive choice!” The eye-catching creative captures attention of commuters, motorists and pedestrians exposing Kellogg’s brand message to potential buyers. The selected taxis ply metropolitan and urban arterial routes across the country bringing the advertisement to millions of economically active consumers.

For two successive months the taxi campaigns were buttressed with ads broadcast on Rank TV in selected commuter hubs. Ideal for creating brand awareness, promoting and dispensing products, Kellogg’s also added ComutaNet’s Roving Stage Trailer to their media mix. This campaign ran for two months deeply penetrating their target market. To add further campaign awareness and draw commuters to the trailer to engage and participate with the promoters, the Roving Stage Trailers played popular music that helped attract throngs of commuters.

Promoters communicated the nutritional value and the benefits of daily servings of Kellogg’s Corn Flakes breakfast cereal. The promoters randomly selected participants to answer questions about the product rewarding correct answers with Kellogg’s Corn Flakes samples.

“Communicating the product drive over these ComutaNet multi-media platforms allowed the campaign to reach the bulk of the county’s economically active consumers in high-density areas. The images used to brand the taxis captured the attention of both commuters and motorists alike. The Roving Stage Trailer promotions successfully presented the products in interactive ways allowing consumers to engage in sensory activations with the cereals – a real winner! The audience response was positive, and very rewarding - they particularly enjoyed sampling the cereals. Including Rank TV in the mix impacted positively on awareness sustainability,” says Brian Lindquist, Sales & Marketing Director for ComutaNet.