Renowned for its ability to afford advertisers interactive sampling and promotional activities that successfully capture the commuter market, ComutaNet enhanced the campaign by executing hard-to-resist interactive promotions ensuring the Coca-Cola Cup dominated the taxi rank.

ComutaNet promoters motivated fans to participate in the lively spirit of patriotism that soccer signifies in South Africa by branding the taxi rank in frame banners, giant Coke can inflatables and a Roving Stage Trailer complete with two ComutaNet promoters on-board.

Adding to the vibe, ardent commuters played recreational table soccer games and the best player of each game won a highly coveted prize – the opportunity of living out a pashash experience on the red art deco Coke couch in the Coca-Cola Pashasha Chill Zone. These winners watched the game in style and comfort from the couches.

To create additional hype, portable goal posts were strategically placed to encourage commuters to participate in their own soccer match.

“The rank promotion was a phenomenal success, with as many as 3 000 spectators visiting the rank for the broadcast. Coca-Cola branding dominated the environment and commuters we ensured commuters engaged with the brand through product sampling. Even more Coca-Cola Cup awareness was generated as we distributed Coca Cola branded soccer balls. Many commuters expressed their appreciation and delight stating that it was as if they were at the stadium watching the match live,” commented Brian Lindquist, Sales and Marketing Director, ComutaNet.

Another ComutaNet media platform customised for Coca Cola to heighten Coca-Cola Cup awareness is the branding of the interiors and exteriors of 19 mega busses with Coca-Cola motifs and vibrant visuals of soccer players in motion, encapsulating the 2005 Coca-Cola Cup theme - ‘Real Passion, Real Flair, ‘Ya Chesa’.

‘Research indicates that bus advertising reaches approximately 3 million commuters, of whom, 81% are personally responsible for day-to-day purchases. The bus advertising broadens Coca-Cola’s exposure to this highly influential economically active target market,’ concludes Lindquist.