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Experiencing the South African public transportation system
Waking up at 4am every morning to go to work might seem completely incomprehensible to a lot of car commuters but for the 20 million weekly South African commuters, this is simply part of everyday life.
As such, many car commuters are unaware of the procedure and time needed when commuting via public transport. Thus, in order to educate marketers about the commuter market, commuter advertising specialist ComutaNet regularly takes clients, media buyers and the media on 'Feel Trips' to help them understand this market and engage with commuters more effectively.
A typical 'Feel Trip' begins just before 6 in the morning. Guests meet at ComutaNet ready to embark on the exciting journey to central Johannesburg. The first stop is Noord Taxi Rank. An estimated 550,000 commuters travel through this taxi rank on a daily basis! Upon arrival, guests are overwhelmed by the organised chaos that seems to exist within this commuter hub. People are quietly waiting in line for taxis with commuter marshals at the front of each line delegating how many people may enter a taxi. For an outsider it certainly is fascinating to see how everyone knows exactly which line to stand in and which taxi to take.
While waiting in line for their respective taxis, commuters are free to listen to Comuta Radio. Content on this station includes a mixture of popular music, news bulletins, weather reports and adverts.
The next stop is Park Station. Generally speaking, train commuters live very far from work and need to use more than one mode of transport to reach their final destination. The second transportation mode usually involves taxis. At Park Station, commuters have the option of listening to either Commuter Radio or watching Rank TV. Rank TV broadcasts SABC content including the latest music videos, sporting games and news as well as news bulletins. Reaching an estimated 1.7 million unduplicated viewers daily, commuters are entertained from the moment they arrive to the moment they leave. Advertising campaigns are tailor made to engage commuters in a language they understand.
The third and fourth stops visit Germiston and Bara taxi ranks respectively. Rank TV is the prominent medium at Germiston with small TV's being more popular in Bara Taxi Rank in Soweto .It is interesting to note that Rank TV has just over 80% advertising recall. This means that Rank TV has a captive audience and as such are able to remember what was advertised a lot easier than had they watched the advertisement at home. The home has many distractions including cooking dinner, channel flicking and the need to look after the children.
