The Cape Cobras swopped their cricket pads for driving shoes this week as they took to the streets on Valentine’s Day in branded metered cabs to launch their new #SwipeBlue campaign with their radio partners Heart FM. Partnering with New Wave Outdoor Media, the team handed out tickets to city dwellers for the first home game of the season, spreading the love and message that when you #SwipeBlue for the Cape Cobras, it’s always a perfect match.
“In previous seasons, we have always used traditional media to promote the Cape Cobras brand and home ground advantage, so for this campaign we decided to mix things up and try something new with metered cab advertising.” Says David Brooke, Brand Activation and Sponsorship Manager for the Cape Cobras.
Due to the mileage and high visibility of metered cabs, it will allow the Cape Cobras brand to be seen in all parts of the Western Cape until early April in an unobtrusive way, opposed to traditional billboard advertising which sits static on a wall that only a limited amount of the community will see.
“By opting for OOH media there is a certain shock factor because we have never played in this space before so it will undoubtedly catch the eye of our supporters. Here in the Western Cape we have the best supporters of domestic cricket in the country and we want to grow the support even more at our home games at PPC Newlands and Boland Park,” adds Brooke.
Warren Weiner from New Wave Outdoor Media on being given the opportunity of working with the Cape Cobras, “It’s a privilege for us to be working with one of our local sports teams. As a passionate Capetonian myself who strives to see unity through sport, it was a natural fit for them to choose the metered cabs through an OOH medium because they were looking to target a large quantity of people organically and quickly with the most impact.”