The Government is planning to offer for sale to the public, particularly Historically Disadvantaged Individuals, some of its shares in Telkom S.A, South Africa's national telecommunications company. This initial public offering (IPO) of shares in Telkom will be open to all South Africans, particularly those who may not have had the chance to invest in shares before.
To communicate this opportunity to the nation, Telkom and its agencies, Optimedia and Saatchi and Saatchi, commissioned 750 ComutaNet taxis to deliver the message across the country.
Intent on encouraging everyone to participate in the offer, the creative execution will be changed three times during the campaign period with more information being added each time. The first execution illustrates a pool of water that is made up of many drops which is supported with the pay off line "Our strength is in our sharing". Using both side and back panels for advertising, commuters are invited to call a Telkom Share phone number or visit the website for more information on the public offering.
During the initial four-month taxi campaign, Telkom’s share offer message will impact on at least 9,5 million taxi passengers as possible shareholders, and this excludes the additional impacts on the vast number of other commuters and pedestrians.
