Engen called on ComutaNet's skills in commuter engagement to inform commuters of the safety promotion across ComutaNet's outdoor media platforms. Fully branded and strategically placed Roving Stage Trailers were manned by well briefed ComutaNet activation promoters.
Between June and August this year, cleverly narrated dramas performed by these branded promoters took centre stage at the awareness drives throughout the country. The promoters entertained and informed people waiting in taxi ranks with Engen's action call for safety in road use, as well as in heating and cooking. To reinforce the message of safety, the activations were backed up by complimentary Engen branded hats and carry bags, equipped with reflective night visibility tape. The promoters established undivided audience attention and participation nationwide. A number of commuters also received paraffin stoves donated by Parasafe.
“The secret to successfully engaging commuters is educating them whilst they were being entertained,” says Kevin Kirby, ComutaNet, general manager marketing and strategy.
Thanks to a professionally executed advertising strategy and ComutaNet's ability to reach more than 20 million commuters, Engen empowered target audiences with life sustaining knowledge. “There are many misconceptions about road and paraffin safety. Now consumers have come to understand that safety is everyone's responsibility,” says Kirby.
According to Jooste Maboa, a councillor from Boitakong in the North West Province, ComutaNet and Engen aided the community in adopting a positive change in behaviour with respect to both road and paraffin safety. Commuters thanked Engen for enhancing their lives with education that empowers them to a more informed existence. “The majority of the audience were inspired by the fact that people outside their communities care about their safety,” adds Kirby.
