Transit Ads™ has implemented a large-scale rank campaign for Soweto Gold where the brand creative dominates the ranks entirely, ensuring that messaging is not lost in any other media clutter.
Since being bought by Heineken, the South African beer brand has gained momentum and has extended its footprint, as such it is now available in a wider geographical area. The Transit Ads™ campaign strategically implemented to reach a highly targeted audience at Witbank and Natal Spruit Taxi Ranks ensures that consumers are aware of the brand and ask for it at liquor outlets and hospitality venues.
Dudu Cindi, OOH Strategist at Redstar explains that the campaign is very defined and aims to increase sales and loyalty for the brand. “The campaign was carefully strategised to maximise exposure for the brand through a selected geographical area, consumer frequency and effective, well-placed OOH media. The aim is to build the brand and build sales and, so far, the campaign is showing effect.”At each rank, Soweto Gold has branded the entire commuter facility and is therefore benefiting from exclusive exposure to the commuter audience. The monthly footfall at each rank is high – Natal Spruit: 681 920 and Witbank: 454 613 – and offers excellent frequency in a captive environment.Transit Ads™ has exclusive advertising rights to some of the biggest taxi ranks and commuter nodes in South Africa.
As such the campaign for Soweto Gold ensures that the brand receives excellent exposure, impact, frequency and recall. Unlike other advertising mediums OOH cannot be turned off, and strategic placement ensures that brand messaging and creative simply cannot be missed.
Complete dominance within the taxi rank environment has numerous benefits. The main benefit is that it impacts path to purchase. Transit hubs are in close proximity to retail and entertainment environments and this type of branding influences the decision to purchase one brand over another.