| Media fragmentation, major changes in lifestyles,
and the significant proportion of economically active commuters
spending more time travelling to or from work makes it imperative
that marketers do their homework carefully before embarking on
advertising campaigns.
With this in mind, when Val Grand Products wanted to create brand awareness
and increase sales of its new Texan Meats brand, they appointed
commuter media expert ComutaNet to brand full-wrap taxis in
the Western Cape targeting regional household purchase decision
makers.
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The creative execution, designed in-house by
ComutaNet, displays various flavoured Texan Meats cans with
“square meals” as the payoff line against
a bright red setting. The striking creative and the branded
taxis’ frequent journeys to high-density urban areas and
townships ensured the Texan Meats’ communication efficiently
engaged the target market’s attention.
“Taxi advertising is an effective and successful medium
because of its visual appeal and it’s ability to reach
South Africa’s economically active commuter population.
Our Texan Meats branded taxis delivered maximum impact amongst
the selected target audience,” says Brian Lindquist, Sales
Director for ComutaNet.
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