Aimed specifically at young mobile adults who are likely to be out socialising at night, students who are burning the midnight oil and late-night shift workers, the 24/7 taxi top campaign is intended to alert this target audience to the fact that they can now get themselves something to eat at any time of the day or night from any participating McDonald's™ 24/7 restaurant. The three-month taxi top advertising campaign heralds the start of McDonald's™ broader 24/7 marketing strategy which also includes various other communication elements.
Comments Daniel Padiachy, Consumer and Business Strategy Department Head at McDonald's™, “The mobility and high visibility of the taxi top advertising medium and the fact that it is on the road and operating 24/7 made it the perfect branding opportunity with which to launch our 24/7 campaign. Our restaurants are open 24/7 and, thanks to the taxi tops, our advertising is also working 24/7.”
Natalie Cloete, Graffiti Director adds, “The link between McDonald's™ 24/7 restaurants and the 24-hour taxis made the taxi tops a well-targeted, unique means for the fast food chain to communicate their new offering to their target audience. The high visibility of the taxi tops on our roads, particularly when illuminated at night, means that everyone who is in need of a late-night meal or snack will know exactly where to turn.”
Ends Padiachy, “The large number of 24/7 branded vehicles on the roads and the eye-catching nature of the medium, means our brand is highly noticeable and working for us in more than one place at any given time. In fact, to illustrate the point, whilst traveling to a meeting our MD commented that he had not yet seen the 24/7 branded taxi tops, I was bowled over when less than a minute later a McDonald's™ 24/7 branded taxi top pulled up right next to our vehicle! That's great visibility!”
The taxi top advertising is currently available in Johannesburg, Pretoria, Cape Town, the Garden Route and Durban with a number of other regions to be launched imminently. For further information on Graffiti's taxi top advertising contact Dean Rakusin on 082 497 2332.