Flexible solutions

To execute a high profile awareness campaign, Flexicell and ComutaNet embarked on a national advertising campaign that engaged 17 million South African commuters.

"The campaign reached many of the country's economically active commuters over our multi-media platforms, ensuring Flexicell's message achieved maximum exposure [and] crafting a positive impact." says Pieter Groenewald, managing director, ComutaNet.

Leveraging five different ComutaNet media platforms for maximum impact, Flexicell selected back and side panel exterior taxi branding, interior train and interior taxi adverts, which were boosted by ads flighted on Rank TV and cemented by Interactive Promotions.

Bright Flexicell messages on the taxis delivered the payoff 'Flexicell - Get cheaper airtime!' and product-related information was broadcast on Rank TV screens strategically sited at 10 of South Africa's busiest transit hubs.

Promoters educated commuters on the benefits of using Flexicell in addition to distributing Flexicell product leaflets to these commuters queuing at 30 major venues, creating one-on-one 'touch points' with thousands of commuters.