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The giant that supplies spare parts to the vast taxi market, Federal Mogul, has commissioned commuter marketing specialist, ComutaNet, to promote its products to taxi owners and drivers at taxi ranks and other commuter integration hubs. Apart from increased awareness for Federal Mogul, an additional cash prize for participants will cement the brand with this target market.

The integrated multi platform campaign sees the most desired and needed spare parts such as spark plugs and brake pads, discs, and fluids blazoned on four exclusive ComutaNet Kiosk Brandmarks, a highly prominent billboard in the Polokwane commuter taxi rank, and three other static promotions being light boxes in the large Park Central Taxi Rank in Johannesburg.

To fortify the communication and build taxi driver involvement and commitment, an unusual element sees an interactive campaign wherein one taxi driver stands to win R1 000 transferred into his own bank account.

During the week, Champion Watchers, skilled ComutaNet Promoters in branded clothing, create a viral vibe amongst taxi drivers with promises that committed drivers stand a chance to win R1 000 each week for a period of ten weeks. To qualify, a driver must affix a Champions Bumper Sticker to his vehicle which is spotted by one of the Champions Watchers.

As should be expected, this element of the campaign created and continues to create a demand for the stickers and deep awareness of the brand. It is additionally supported by other prizes, like branded hats, licence disc holders and spark plugs for their taxis.

Says Pieter Groenewald, Chief Executive Officer, ComutaNet, “The combination of static in-your-face advertising on our prominent hoardings with a ten-week viral campaign with attractive prizes is bound to build awareness of the brand, the supplier, and immediately boost sustainable sales.”