Lucas takes to the road

The contract extension will see the product's branding on 41 new Toyota Quantum taxis plying major arterials throughout South Africa. The fresh creative execution features Lucas Radebe promoting the toothpaste's four stripes as well as the toothpaste brand's proposition that it “Strengthens teeth from the inside out.”

Previous ComutaNet Aquafresh campaigns have had the highest unaided recall. “Lucas Radebe is a perfect match for this trusted brand with a 30-year heritage,” comments Gavin Ritchie, GM for Sales and Marketing for ComutaNet “Apart from his sporting achievements, he has also acted as a FIFA ambassador for SOS Children's Villages to help combat racism in soccer. In 2000 he was honoured with the FIFA Fair Play Award for his work with young children in South Africa.”

“Research indicates that exterior taxi advertising has incredibly high recall values. Coupled with Lucas Radebe's star value ensures that this campaign will create awesome brand awareness,” says Ritchie.

A recent survey commissioned by ComutaNet and undertaken by Bateleur Khanya Research Solutions revealed that mobile media such as branded taxis and buses proved more noticeable than static media, with a 57-43% split in favour of mobile media. Exterior taxi advertising results showed 60-100% of commuters reporting seeing certain brand advertisements numerous times.