Taking cinema to commuters
The local cinema industry has traditionally relied on conventional media to launch new films, but when long awaited SA comedy Max & Mona was introduced, Ster-Kinekor added another dimension to the campaign by calling on ComutaNet.
In addition to the live radio broadcasts, ComutaNet implemented a national interactive promotional drive to motivate awareness and ensure vast exposure for the film. Included in the extensive one-month promotion were ComutaNet's Commuter FM, Star Radio, Rank TV and leaflet distribution.
Commuter FM, which broadcasts to 78 stations nationwide, was utilised to reach rail commuters. ComutaNet's Rank TV added a campaign segment flighting Max & Mona promos at major taxi ranks around the country.
Star Radio conveys messages to 20 of the largest taxi ranks nationally and leaflet distribution supplemented the campaign; over 100 000 leaflets were handed out in taxi ranks near theatres screening the film.
Kevin Kirby, ComutaNet Group Marketing Manager, says: "The South African cinema industry has sprouted furiously in recent years and we are thrilled to be part of the 'big screen' magic and to take Max & Mona to commuters.
"We have provided Ster-Kinekor and Max & Mona with an exceptional opportunity to maximise on brand awareness and raise the movie's profile by using the commuter environment as an effective promotional tool."
