Kevin Kirby, marketing manager, ComutaNet, attributes the "impressive results" to the trust and confidence the media company shares with the taxi owner associations and other holders that grant it the rights to advertise via their facilities.
Hugh Wilson, consumer promotional manager of Twinsaver, says, "Promoting the new product [had] to communicate the reliability synonymous to the Twinsaver brand and discuss its cost effectiveness... To communicate the essential hygiene angle versus unhygienic newspaper and other paper to this sector led us... to base our launch message around a powerful payoff, 'Hygienic. Strong. Lasts Long'."
Launched in October 2005, ComutaNet employed a multifaceted strategy over five of its media platforms in two monthly bursts separated by four weeks. The exteriors and interiors of taxis operating out of major taxi ranks were branded and leveraged with promoters inside vehicles. ComutaNet's product, Taxi Talk, was used to to motivate passengers: at the taxi ranks, promoters discussed the product with consumers, and commercials were broadcast on ComutaFM, which addresses all the major MetroRail platforms.
"Through the strategy we made broad inroads into the huge commuter market. What results? Great! To date we have seen excellent ex-factory sales! Monthly averages on the Twinsaver Econo show an exciting 15% growth on previous years when we supplied the Celeste brand into the market place. Expansion of the Econo 10 packs and Singles 24 Econo packs has been particularly notable", enthuses Wilson.
