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Taxi talk, township lingo
Over the past two months South Africa's ‘see for yourself network', Cell C, contracted ComutaNet to nationally brand 250 large load Quantum taxis. In addition, ComutaNet branded 125 taxis as part of Cell C's vibrant “Township Lingo” campaign. Both taxi design formats enlightens consumers about Cell C's extensive network footprint.
The first campaign pay-off line, “Corner to Corner Cell C has coverage where ever you are”, is communicated in each respective province's vernacular, namely English, IsiZulu, SeTswana and SeSotho, thus complementing Cell C's geographic reach and cultural understanding.
In conjunction with the Township Lingo campaign, Cell C embarked on a second ComutaNet taxi advertising campaign for their CST project (Community Service Telephony). Cell C's informative and inviting creative was designed to alert consumers of the availability of community call stations and encourage use of the CST call containers stationed in many South African commuter nodes. The CST campaign will dominate the fleet of taxis for the period of one year from July 2008 to June 2009.
“Taxi advertising is an ideal medium to assist Cell C to reach their community target market as our taxis' flow through these areas from 5am until 6pm each day, with each taxi generating 20 000 impacts per month,” explains Craig Doubfire, ComutaNet, GM of sales.
