Every media genre requires a matching creative execution to make the most of it. A newspaper advertisement transmitted on television would simply not utilise the creative power of the medium and impact would be severely impaired.
Exactly the same applies to on-the-road messages carried by TollReach Promotions, the medium that harnesses the power of boredom on our long stretches of toll roads. You would not skimp on your television execution as the cost of transmission is the same irrespective of the noteworthiness of your advertisement. A newspaper execution of a theme advertisement carried by TollReach would struggle for attention and would probably be a waste of advertising budget.
A very simple rule applies to TollReach creativity: the less imaginative the execution, the harder the offer needs to be. You could probably print “Free crayfish and champagne at XYZ” on toilet paper and it would still work to some extent, should people be able to find it amongst the other creative ‘goodies' in the bag. On the other hand, you could really make friends for your brand in a ‘soft' way by using a relevant and memorable carrier. FIFA built pride in South Africa by distributing the national flag in the ‘Fly the Flag' campaign. ABSA became memorable by distributing a key ring with relevant, useful address tags. Department of Transport, KwaZulu-Natal received massive attention by asking people to record misbehaviour on a single-use camera. Some clients delivered their message on a useful sunshade, others on wet wipes to clean sticky young fingers. These clients got the impact what they paid for by using carriers that would live on long after the journey has ended. Imagine the power of a strong offer on a memorable carrier!
TollReach is a potent medium that deserves dedicated creativity and production. This means you have to plan way ahead. You are unlikely to allow a week for the conceptualisation and execution of a TV advertisement. A TollReach message that would live and make friends for your brands for a long time requires months of planning, sourcing, execution and collation.
What would the ideal execution look like that would really gear TollReach as a medium?
- It would not look like a newspaper advertisement.
- It would be 3-dimensional or have a 3-dimensional stopper/carrier relevant to the message.
- You should be able to play/interact/taste/eat it.
- It would be something that you are reluctant to throw away during or after the trip.
- It would be an invitation to act/purchase/ visit.
- It could be an offer of which the other half becomes available when the customer responds. The other part could actually be self-liquidating. Example: Hand out one place mat; obtain the rest of the set at R10 at your next coffee stop.
- Make it useful such as, wet wipes, duster, small towel, sun-protection, key ring, beach ball, spades, buckets, coupons, maps.
TollReach presents unlimited creative opportunities. Make sure your creative team understands the medium and don't simply try to piggyback it on to some other medium's execution. The longevity of the impact will be your brand's biggest reward!
Visit www.tollreach.co.za or contact a TollReach Sales Executive now on 011 478 5477 to discuss your promotional needs and create that unforgettable TollReach experience for your brand!
